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The Alder Brand Report 2004
 
The age of enlightenment
 

The modern history of branding in Nigeria began in 2001. That was the year we published the first edition of the Alder Brand Report, the first ever brand report in the annals of Nigerian history. We followed this up with the hosting of the first ever brand awards in Nigeria in December 2001, ‘The Alder Brand Awards’. Since then, a lot of things have happened and proverbially, a lot of water has flowed under the River Niger Bridge. One thing is certain, the age of enlightenment has begun.

 
Since the publication of the ABR:
 

1. At least 10 major banks in Nigeria have changed their logos and reinvented their brands.

2. Banks in Nigeria now have branding and strategic communication departments and a new job description, 'Brand Manager' is gradually replacing 'Corporate Affairs' in the service sector.

3. Branding has become a strategic issue in business, especially the service sector. And strategic planning departments have become the supervising authority on branding.

4. The Alder Brand Report is now used as reference material in the Mass Communication Department of University of Lagos and other institutions including the Chartered Institute of Bankers and the Federal Office of Statistics.

5. A number of brand communication companies are springing up.

6. Daily newspapers now have columns devoted to branding and 3 new brand publications have sprung up.


What was unique about the first Brand Report was not just its publication but the fact that brand performance measurement became an exact science: we had come up with a standard for gauging brand performance and determining brand valuation. In the intervening years between the maiden report and this year's, we have furthered our grand vision of moving Nigeria (and the continent of Africa) into the Brand Economy.

1. We organised a brand seminar, Mind the Gap in London, in July 2003. The 3-day seminar, which took place in Hilton London Paddington featured a number of speakers from UK, South Africa and Nigeria. It was a glorious experience for the executive delegates (The 2004 edition of the MIND THE GAP took place in August 2004).

2. We initiated the study of Nigerian corporations as case studies in Cranfield University, one of the most respected management centres in Western Europe.

3. We are in talks with the Brand Council, London on the propagation of Nigerian brands.

4. We have also drawn up a road map for moving Nigeria into the Brand Economy with the publication of The Wealth of Modern Nations.

5. In 2003, we released an Audio Book, Nigeria - A Sigh in the Dark, which profiled Nigeria's challenges and proposed the way forward.

6. We have also designed an extensive programme for Nigeria’s image management and progression into the global brand economy.
 
What has changed
 

-This year's brand report is bigger, wider and deeper. Under the banner of the Business Intelligence Series, the report has now been segmented into 3 distinct publications - Alder Brand Report, Alder Employee Report and Alder Consumer Report.

-The Brand Report features an entirely new section - the Commercial Brands Survey. In conjunction with the Financial Brands Survey, it presents a more thorough picture of the Nigerian market space.

-The Brand Report is now focused solely on issues relating to brand attributes. The financial brands survey retains the Alder 20 Brand Index, which is a ranking of the top 20 financial brands in Nigeria.

-The Commercial Brands Survey polls the opinion of brand trustees, stewards and experts to determine the top commercial brands in Nigeria. The brand experts constitute a panel known as the Brand Synod.

-Also featured is consumers’ choice of Nigeria’s Brand of the Year.

-An Advisory Board made up of professionals from various sectors of the economy also serves to protect and validate the integrity of our research findings and provide unbiased input.

-Finally, this year featured the extensive use of the web for online research. This greatly improved the overall efficiency and quality of our research and enabled us expand its geographical reach and scope.
 

And tomorrow...
Who knows? You may soon find a franchise of the Alder Brand Report in South Africa!

 
To order copies of the Alder Brand Report 2004, click here.
 
 
 






























 









Related links
Introduction to the Alder Brand Report (ABR) 2004
Guide to the ABR 2004: Financial brands
Guide to the ABR 2004: Commercial brands
Order form
 
Others
The Alder Brand Report 2001
The Alder Brand Awards 2001
Nigeria_A sigh in the Dark
The N25b capitalisation issue
  Other publications
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