Brands & Marketing’s surveys and interactions with a cross section of consumers revealed the likely direction some brands are likely to fare, this year, as far as consumers’ loyalties are concerned. For instance, while some brands may be on a free fall, as far as enjoying that top of the mind awareness with consumers is concerned, further checks however revealed that a substantial number of these brands, will still continue to resonate with the consumers, due to pedigree and conscious marketing promotional efforts at sustaining such tradition.
Coca Cola
There is the consensus among consumers and other key stakeholders in the nation’s marketing communication sector that the relevance of this soft drinks brand may not be in a hurry to diminish, as far as the nation’s marketplace is concerned. Though with new competitions springing up, here and there, apart from its traditional rivals, many are still of the opinion that one of the reasons the brand’s reign in consumers’ minds may continue unhindered, this year, will be due to its strong pedigree and the continuous marketing promotional efforts of its custodians.
“There is no way you can ignore or forget a brand that is always in your face anywhere you go. That is what Coca Cola does, and that is why it will be very difficult for the average Nigerian to ignore the brand, the thirst for such products comes” argued a consumer.
Indomie Noodles
Another brand, which romance, with the consumers, may be sustained this year, is the Indomie Noodles. The noodle brand has grown so large, in Nigeria, that it has become a generic name for others in that category. Interestingly, the brand’s Indomie Independence Heroes Award, its CSR initiative and other promotional activities have kept it brand constantly in touch with its consumers.
First Bank
Besides using the first comer’s factor to its full advantage, a major reason many consumers will still do business with the brand this year is its wide reach. Besides being ubiquitous, the bank over the decades, had been able to win its customers’ confidence and trust by consciously ensuring that rules are strictly adhered to. Perhaps the brand’s greatest strength is being seen as very accessible to the low income class. Curiously, despite its conservatism, many customers believe it is one of the few financial institutions they can put their funds in and still sleep with their two eyes closed.
Gala
The popular Gala brand, from the stables of UAC may still continue to be the darling of many Nigerians, in spite of the many competitions that are ready to give it a run for its money, of late. Besides the brand’s various marketing campaigns , designed to refreshen it in the minds of its loyal consumers, Gala presence and visibility in street corners of major cities and shops in the country, further reinforce its presence in the consumers’ minds. Many are of the strong opinion that Nigerians will continue to fraternize with the brand, as long as there are no change in state policies, redefining the terms of such fraternity.
Dstv
Since making its debut into the nation’s media space in September 1993, MultiChoice Nigeria, the South African Digital Satellite Television (DSTV), has continued to colonise a space that has witnessed a vast number of operators’ tombstones. Interestingly, besides its professionalism, one of the reasons Nigerians will still stay glued to the pay tv service provider, this year, despite some glaring lapses, remains its huge number of rich offerings that have continued to enhance Nigerians’ viewing experiences. Though there were earth-shaking entries by new operators into the space, last year, not a few believe they still don’t have what it takes to effectively corrode the clientele base of this pay tv brand.
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