One of most credible awards in the marketing communication industry in Nigeria: the Most Trusted Brands Awards (MTB) is returning this year after a period of absence. The pan-Nigeria consumer survey driven awards was rested for a period of time to enable a comprehensive review and evaluation of the methodology to meet the ever changing dynamics in the marketing communication space.
Managing Director of Brandhealth Limited, organisers of the MTB, Mr. Emman Udowoima, said the Most Trusted Brands awards is an initiative towards mobilizing the Nigerian consumers to demand for accountability from individuals and organisations offering them goods and services. “The Most Trusted Brands report and awards seek to find out through scientific research what consumers think about their brands, their preferred brands across product categories and offer them a form of incentive by rewarding brands that have met consumer expectations”, said Mr. Udowoima.
According to Udowoima, winners are chosen by over 10,000 sampled consumers across 12 states spanning the six geo-political zones of the country. “Winners emerge organically as brands have no way knowing, let alone influencing the respondents during the field research. The final leg is the Most Trusted Brands Awards event which is aimed at celebrating the brands that have kept their promises to consumers”, Udowoima explained.
The awards categories span FMCG, aviation, financial institutions, and telecommunication among others. New categories include Fintech ,Electricity distribution, debit card, road transport and pharmaceuticals. The research report will be made available to interested organisations for a fee while the Most Trusted Brands awards is expected to be held later in the year.