SURVEY REPORT PRESENTATION

MOST

TRUSTED BRANDAWARDS

2013

Brands’ income comes from the customers-so, brands must providewhat they think is of value to the customers. It sounds obvious, yetvery few brands do it well.

The goal of branding is to build, maintain, and enhance relationshipbetween brands and consumers. Relationship building is a powerfulmeans of creating and sustaining competitive advantage.Sustainable relationship involves trust as its main ingredient.Therefore, brands must build a relationship of trust with theircustomers. Trust as a critical element in relationship is the focus ofthis survey.

The Most Trusted Brand survey is an attempt to track the strengthof brands relationships with their consumers. It is expected thatresults from the tracking would enable an environment ofcontinual learning, continual improvement and innovation for thebrand owners.

Background

It is expected that it would stimulate a new way to think- seeingthe customer’s input in this survey as a gift, and new knowledgethat can be used to better brand planning and achievecompetitive advantage. The results would serve as a reminderfor the brand owners to build on-going relationships by keepingtheir promises and building trust.

Most Trusted Brand Awards is brandhealth’s contribution tostrong brand management in Nigeria.

Research Objectives

The study has only one objective: To identify brands that best bond with the consumers.

Research Methodology Respondents were interviewed face to face in-home using fully

structured questionnaires. Multi-stage sampling method was usedin selecting respondents.

1600 respondents were interviewed in 10 states in Nigeria. Thestates include: Lagos, Oyo (Ibadan), Kwara (Ilorin), Kano, Plateau(Jos), FCT (Abuja), Abia (Aba), Akwa Ibom (Uyo), Rivers (PortHarcourt) and Edo (Benin).

50% of the sample were males while the balance 50%respondents were females. The study also comprised ofrespondents aged 16 - 25 years (35%), 26 - 40 years(25%), 41-55(25%) and 56 years and above(15%). In terms of social class,10% of the respondents were consumers in the upper incomeclass (AB), 40% in the middle income class (C1,C2) and 50% in thelower income class (DE).

The fieldwork was done between September and October,2013. . `

In each product category, the respondents were asked tenquestions relating to trust. They were asked to associate thestatements read out to them with brands (a single brand perstatement). No brand name was mentioned to the consumers.Respondents named the brands spontaneously. The aggregatescores for the ten statements were then computed todetermine the most trusted brand for each product category.

Q1 You feel most confident in.

Q2 Would be consistently honest and sincere in addressing your needs.

Q3 Is a brand that would do the right thing even when nobody is watching.

Q4 Is a brand name you obtained what I look for in …….

Q5 Is a brand that offers highest quality.

Q6 Is a brand that genuinely care about its customers and deeply concern about their wellbeing.

Q7 Is a brand that always upgrades and increase knowledge and skills as important tools to serve its customers well.

Q8 Is a brand you rely on to solve your problems.

Q9 Is a brand that is consistently get result in a way that inspires trust.

Q10 Which band would you say is the most trusted in the category

There are several brands of … in Nigeria today, which brand name would you say? ( only one Brand for each statement)

Trust Metrics

Categories:

The survey covered 26 product categories. The categories are:

Bath Soap CategoryBank CategoryCar CategoryCarbonated Soft Drink CategoryCocoa -Base Drink CategoryDetergent CategoryFast Food Restaurant CategoryGin CategoryGSM Handset CategoryHome Appliances CategoryLager CategoryMattress CategoryMalt Drink Category

Milk CategoryMultivitamin CategoryMobile Phone Service Provider CategoryNewspaper CategoryNoodles CategoryPay TV CategoryRadio CategorySeasoning CategorySausage CategoryStout CategoryTable Water CategoryTelevision Station CategoryToothpaste Category

How Brands Won In Previous Years

Category

2012 2011 2010

Winner Winner Winner

Bath Soap Category Dettol Dettol Lux

Bank Category FBN FBN FBN

Bottled Water Category Eva Eva Eva

Car Category Toyota Toyota Toyota

Carbonated Soft Drink Category Coke Coke Coke

Cocoa Base Drink Category Milo Bournvita Milo

Detergent Category Omo Omo Omo

Fast Food Restaurant Category Mr Biggs Mr Biggs Mr Biggs

GSM Handset Category Nokia Nokia Nokia

Home Appliances Category LG LG Samsung

Lager Category Star Star Star

Mattress Category Vita Foam Vita Foam Vita Foam

Malt Drink Category Maltina Maltina Malta Guinness

Milk Category Peak Peak Peak

Multivitamin Category Astymin Astymin Astymin

Mobile Phone Service Provider Category MTN MTN MTN

Newspaper Category Punch Punch Punch

Noodles Category Indomie Indomie Indomie

Pay TV Category DSTV DSTV None

Radio Category Raypower Raypower Raypower

Seasoning Category Maggi None None

Stout Category Guinness Guinness None

Television Station Category NTA NTA NTA

Most Trusted Brand (Overall) Nokia Indomie Indomie

Human Brand NoneMajor Gen. (RTD) Muhammadu Buhari

Dr. (Mrs.) Dora Akuyili

Bath Soap Category

Aggregate Trust Metrics

23

1211

10

75

43 3 3

2 2

10

6

Bank Category

28

22

11

86 6

4 42 2 2

5

Aggregate Trust Metrics

Car Category

45

20

6 64

2 2 2 2 2

9

Aggregate Trust Metrics

Carbonated Soft Drink Category

38

1714

9

5 4 4 3 24

Aggregate Trust Metrics

Cocoa-Based Drink Category

Milo Bournvita Ovaltine Cowbell Choco

Peak Choco Others

56

27

8

2 25

Aggregate Trust Metrics

Detergent Category

Aggregate Trust Metrics

Ariel

Omo

Klin

Sunlight

Good Mama

Bimbo

WAW

Others

30

28

23

7

3

2

2

5

Fast Food Restaurant Category

Aggregate Trust Metrics

33

86 5 4 3 3 3 2

14

19

Gin Category

Aggregate Trust Metrics

43

9 85 5

3 2 2 2

912

GSM Handset Category

Aggregate Trust Metrics

61

10 10 10

3 1 1 1 1 2

Home Appliances Category

Aggregate Trust Metrics

LG

Sony

Samsung

Sharp

Panasonic

Phillip

Can’t Say

Others

42

18

17

7

5

2

6

3

Lager Category

Star Harp Gulder Heineken 33 Export Trophy Goldberg Others

38

22

16

10

4 3 2

5

Aggregate Trust Metrics

Mattress Category

Aggregate Trust Metrics

Vita Foam Mouka Foam

Unifoam Sara Foam Bode Foam Oxford Foam

Can’t Say

4341

52 1 1

7

Malt Drink Category

30

27

24

64

3 3 3

Maltina Amstel Malta Guinness

Hi Malt Maltex Malta Gold Grand Malt Others

Aggregate Trust Metrics

Milk Category

Aggregate Trust Metrics

Peak Dano Cowbell Three Crown

Loya Jago Coast Others

60

8 75 4 3 3

10

Multivitamin Category

Aggregate Trust Metrics

17

109

7

43 3 3 3 3

2 2 2 2

9

21

Mobile Phone Service Provider Category

MTN Glo Etisalat Airtel Others

54

1715

12

2

Aggregate Trust Metrics

Newspaper Category

Aggregate Trust Metrics

29

13 13

10

5 5 54 4

2

10

Noodles Category

Aggregate Trust Metrics

Indomie Golden Penny

Chikki Cheriee Dangote Honey Well

Mimee Others

69

6 64 4 4 3 4

Pay TV Category

Dstv

Startime

GoTV

MyTv

HiTv

Strong

MCL

CTL

Daarsat

Others

59

14

12

4

2

2

2

1

1

3

Aggregate Trust Metrics

Radio Category

Aggregate Trust Metrics

14

11

9

6

43 3 3 3 3 3

2 2 2 2

20

10

Seasoning Category

Knorr Maggi Star

Royco Onga Suppy Mr Chef Chicken Flavour

Doyin Others

31

27

14

10

5

2 2 2

7

Aggregate Trust Metrics

Sausage Category

Aggregate Trust Metrics

Gala Biggi Supper Bite

Rite Meaty Beef Roll Can’t Say Others

53

119

63 2

106

Stout Category

Guinness

Legend

Turbo King

Williams

Others

63

27

3

2

5

Aggregate Trust Metrics

Table Water Category

Aggregate Trust Metrics

Eva Swan Ragolis Nestle Farro Gossy Cway Cascade Visleris Others

51

11

64 4

2 2 2 2

16

Television Station Category

Aggregate Trust Metrics

2726

9

6

32 2 2 2 2 2

17

Toothpaste Category

Aggregate Trust Metrics

Close Up Oral B Dabur Maclean My My Sensodyne Others

53

17

128

2 26

Most Trusted Brand in Nigeria 2013

Brand Nokia Toyota FirstBank

Honda GT Bank

Blackberry

Samsung

Indomie

LG MTN Peak

Base 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600

Score 14 7 6 5 4 3 3 3 3 3 3

14

76

54

3 3 3 3 3 3

Human Brand12

6

5 5

4

3 3 3 3

2 2 2 2 2 2