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The national telecoms
carrier, Globacom has been listed as one of the six most admired
brands on the continent of Africa, reports ITRealms.
This, ITRealms also reports was the outcome of
a continental survey conducted by African Business, one
of the world's most authoritative magazines on African business.
The report, ITRealms gathered, was published in
the latest edition of the London-based magazine.
“It said Globacom
polled a total Admiration Score of 345, pushing it up on the scale as one of the
six most valued brands on the continent ahead of many multinationals.
Indeed, it is the only company in the topmost ladder that has its root in
Nigeria,” a press statement made available to ITRealms read in part.
The survey organizers further
showed of the annual brand rankings that the results were arrived at after a
rigorous, comprehensive exercise.
The statement signed by
Rupert Kemp, Valuation Director, Brand Finance Africa, and Karin Du Chenne of
TNS, the magazine’s partners on the project, said the process integrated
consumer research and financial valuation.
“In the research phase,
Brand Africa’s partner, TNS Global, the world’s largest information research
firm, in partnership with Geopoll, the leading mobile survey platform with a
database of nearly 200 million users in emerging markets, set out to identify
the most admired local and global brands in Africa,” the statement read.
They further explained
that a representative sample of eight countries, covering the major Sub-Saharan
Africa (SSA) regions were selected for the survey. These included Ghana, and
Nigeria for West Africa, Kenya, Tanzania and Uganda for East Africa, DR Congo
for Central Africa, and Mozambique and South Africa for Southern
Africa.“Collectively, these countries represent 51 percent (477 million) of
Sub-Saharan Africa population and 67 percent ($1.065 trillion) of Africa’s
GDP…Using Geopoll’s sophisticated mobile SMS technology for data collection,
individuals aged 18 and older in these countries were asked to rank their
top three ‘most admired global or local brands’ in order of first to third,”
the organizers said.
According to the
Magazine, the process yielded 8,600 brand mentions, representing over 2,800
brands as each responder provided a list of three brands each.
Subsequent analysis of
the coded data and calculation of the scores of each brand by TNS provided the
list of the top 100 most admired brands in Africa.
A closer look at the
table indicated that Globacom outperformed hundreds of older brands across many
sectors of the economy in the continent.
Globacom ITRealms recalled has bagged several
awards from various local and international bodies in 2014 on account of its
revolutionary products and services. These include being one of the 10 Most
Admired brands in Nigeria at the BusinessDay Nigeria’s Top 100
Most Respected Companies Awards event.
Earlier last year, Glo
was similarly ranked amongst the Top Five Most Valuable Brands in Africa by the
continent’s high profile publication, Brand Africa.
+Remmy Nweke (ITRealms) @Globacom
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