Brand evaluators begin process to identify top 50 brands in Nigeria

Top 50 Brands Nigeria, registered evaluators of brands, has started the process of selecting the 50 top rated brands in Nigeria for 2014. The survey began May and ends August 29, this year.

The selection, which is a public phone-based method, will allow each consumer with GSM to flash a brand code only once. One hundred brands have been nominated and given codes for this exercise. The brands would be publicised by the organisers.

It is expected that the public would rely on certain criteria and values such as visibility, market acceptability, and customer service, clarity of vision, values, healthiness and CSR in selecting the top 50 brands.

Speaking with BusinessDay in Lagos, the project coordinator of Top 50 Brands, Taiwo Oluboyede, said “for adequate representation of people’s opinion on how popular a brand is, we developed a phone- based survey in association with Vconnect Global Services Limited, a leading ICT company in West Africa, with the largest search engine on business in Nigeria. It is called ‘Flash to choose.’ This system allows every phone users in Nigeria to participate in the evaluation.”

According to Oluboyede, the nominated 100 popular brands in Nigeria have been assigned a unique code. “All you need to do is dial your brand’s unique code on your phone and you have selected it. You can dial up to 50 different brands, one at a time,” but the system does not allow a dialler to choose the same brand twice.

The system has a built-in check that registers the first selection of a particular brand as every other attempt to select same brand from the same phone number is discarded. This is to prevent undue advantage where a phone keeps dialling same brands in multiple times.

Clarifying that the dials are toll free, he said each time a dialler makes a selection of a brand, the consumer receives a confirmation.

On the objective of the ranking, Oluboyede said it was to present a critical analysis of brands (companies) rating which test healthiness, values and popularity. It is also to create a healthy competition among brands, enhancing customer driven service delivery with insatiable desire for excellence and to use the evolution stories and achievements of these brands as a reference point and inspiration for the populace.

According to him, the results of the survey would be unveiled in a brand Nigeria event, a gathering of CEOs and senior corporate decision makers in Nigeria within the year.

Daniel Obi