Nigeria’s foremost telecommunications company, Globacom, has been listed as the fourth most admired African brand.
This is contained in the current edition of African Business magazine, which published the result of the 2017/2018 Most Admired Brands survey conducted by Brand Africa.
The survey was conducted in the two categories of unprompted and prompted. The unprompted category entailed asking interviewed subjects to come up with top 10 brands they most admired in order of preference. Globacom emerged the fourth most admired African brand in the unprompted category.
Similarly, in the prompted category, however, the interview subjects were given a list of African brands to choose from in order of their preference. Globacom placed fifth in this category.
The report stated that there was consistency among the companies that featured in the survey with 60 percent of the top brands being present in both the unprompted and prompted surveys. The brands include Globacom, Dangote, Shoprite, Safaricom and Tusker of Kenya and Ethiopia’s Anbessa.
The study was conducted by Brand Africa partners, GeoPoll , a leading research firm in emerging markets, with analysis and insights by Kantar TNS, the world’s largest insight information research firm, and Brand Leadership, Africa’s premier branding advisory firm.
Apart from Globacom, other African brands that made the Top 25 in the survey are Jumia and UBA of Nigeria, MTN, DSTV, Tiger Brands and Amarula of South Africa, Econet and Kwese of Zimbabwe, Ankara Clothing of Ghana, Tusker of Kenya, Africell of Gambia and Ecobank of Togo.
Among foreign brands, Nike of the United States of America (USA) is the Most Admired brand in Africa, while Samsung and Adidas of Germany, Coca-Cola and Apple featured among the top 25.
The result of the survey is consistent with the sterling performance of Globacom since its inception. The company has etched its presence in the minds of consumers as an innovative company devoted to delighting its customers.