The current business conditions that make a master brand strategy more attractive today are best understood in the context of the benefits that such a strategy delivers. Efficient impact, customer retention, competitive strength, increased flexibility and stakeholder appeal which build bran equity are what brand owners seek to achieve in their marketing communication today.
In 2017, brand owners in Nigeria through their ads pushed to arrest consumers' attention, convince them through their message, create desire and of course call to action. BrandArena recently conducted a survey among consumers to test the level of their TV Commercial recall in 2017.
|Airtel's 'Amin' TVC|
Storytelling approach in Airtel's TV commercials has continuously place the telco on the top-of-the-mind recall. 75% of respondents during our survey mentioned Airtel's SmarttRecharge ad as their number one while MTN and GLO tie on mentons. 9Mobile was least mentioned.
Guarantee Trust Bank's 737 TVC topped list among banks known by respondents followed by UBA and Union Bank. In followership category was Access Bank, Heritage Bank and Zenith Bank.
Samsung was the most popular brand of electronics among respondents followed by LG, Sony, Philips and Panasonic. Brands like Toshiba and Thermocool were least mentioned.
Indomie consistently maintained it position as the biggest noodle with top-of-the-mind recall. "The taste is the difference" theme in its new ad again reiterated how Indomie has become a genre in its category. Other brands respondents mentioned are Honeywell and Golden Penny noodles.
|Coca-Cola 'Taste the feeling' Ad|
Cola-Cola soft drink was the most mentioned brand of soft drinks by respondents. The global 'Taste the Feeling' campaign resonated across different market segment approached during the survey. Pepsi, La Casera, Teem, Big Cola, Fayrouz, 7UP and Fanta followed on mention.
Jumia still maintained a strong recall among the audience. Konga and Payporte followed with an appreciatable recognition while OLX, Jiji, and Gloo NG.