National Telecommunications Carrier, Globacom, has been adjudged one of the six most admired brands in Africa in the latest ranking by one of the continent’s most reputable business magazines, African Business.
The rankings, published in the latest edition of the London-based magazine, showed that Globacom polled a total Admiration Score of 345, placing the company as one of the six most valued brands on the continent ahead of many multinationals.
According to a statement released by the organizers of the annual rankings, the results were arrived at after a rigorous, multifaceted 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 organizers said in the statement.
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 them 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 further scrutiny of the table indicated that Globacom outperformed hundreds of older brands across many sectors of the economy in the continent.
Last year, Globacom bagged several awards from various local and international bodies on account of its revolutionary and innovative products and services. It was named one of the ten Most Admired brands in Nigeria at the BusinessDay Nigeria’s Top 100 Most Respected Companies Awards. 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.
From inception, Globacom has led the industry in the rollout of consumer-focused innovative products and services, making it possible for the operator to record many firsts in the telecoms industry. Globacom introduced several technological innovations like per second billing, GPRS, Multimedia Messaging Service (MMS), 3G Plus, Blackberry service, Vehicle Tracking, Mobile Banking, Mobile Internet and Magic Plus, among others.
Globacom has also contributed to the economic growth of sub-Saharan Africa by providing gainful employment for thousands of people. It has also provided a solution to the internet bandwidth problem in West Africa through its multi-million dollar international submarine cable, Glo 1.
The company currently retains, as brand ambassadors, the largest number of key players in the entertainment and sport sectors than any other company in the sub region.
As a respected continental and global brand, Globacom is the official integrated telecom partner of Manchester United in Nigeria Ghana and Benin Republic. It is also the title sponsor of the annual Glo CAF Awards, the official telecoms partner of Nigerian Football Federation and Major Sponsor of the Nigerian National Teams. Globacom is equally the Title Sponsor of the Nigerian Premier League, the Broadcast Sponsor of the English Premier League on DSTV and the sponsor of African Voices on CNN.
These among other things have endeared the brand to people in West Africa in particular and Africa in general.