Survey Report 1 February 2009 Wave

Background Brands’ income comes from the customers-so, brands must provide what they think is of value to the customers. It sounds obvious, yet very few brands do it well. The goal of branding is to build, maintain, and enhance relationship between brands and consumers. Relationship building is a powerful means of creating and sustaining competitive advantage. Sustainable relationship involves trust as its main ingredient. Therefore, brands must build a relationship of trust with their customers. Trust as a critical element in relationship is the focus of this survey. The Most Trusted Brand survey is an attempt to track the strength of brands relationships with their consumers. It is expected that results from the tracking would enable an environment of continual learning, continual improvement and innovation for the brand owners. 2

It is expected that it would stimulate a new way to think- seeing the customer’s input in this survey as a gift, and new knowledge that can be used to better brand planning and achieve competitive advantage. The results would serve as a reminder for the brand owners to build on- going relationships by keeping their promises and building trust. As a contribution to strong brand management initiatives in Nigeria, BrandHEALTH commences this study as a means of providing a cost effective, reliable, quick, economic and continuous source of primary data on how brands bond with the consumers. 3

Research Objectives The study has only one objective: To identify brands that best bond with the consumers. 4

Research Methodology Respondents were interviewed face to face in-home using fully structured questionnaires. Multi-stage sampling method was used in selecting respondents respondents were interviewed in various parts of Lagos. 560 of the sample were males while the balance 440 respondents were females. The study also comprised of respondents aged 18 to 24 years (29%), 25 to 34 years(43%),35 to 45(19%) and 46 years and above(10%). In terms of social class, 17% of the respondents were consumers in the upper income class, 42% in the middle income class and 41 in the lower income class. The fieldwork for February wave started on the 5th of February and ended on the 21st of February,

Research Methodology In each product category, the respondents were asked five questions relating to trust. They were asked to associate the statements read to them with brands (a single brand per statement). No brand name was mentioned to the consumers. Respondents named brands spontaneously. The aggregate scores for the five statements were then computed to determine the most trusted brand for each product category. 6

ENERGY DRINK Overall A large proportion of the respondents (81%) we contacted have taken energy drink before and some very regularly. 19% however, were non-users. Power Horse was chosen as the most trusted brand of energy drink by 34% of those who use the category. The brand scored at least 33% in each of the attributes of trust. Lucozede boost was chosen to be the second energy drink that best bond with consumers. This was expressed by 22% of the respondents. Redbull occupied the third position with 13% vote. Ribena was rated fourth as the most trusted brand. 7

Gender Power Horse appear to have more bonding with men than with women. More of the votes for Power Horse came from the Male respondents Women are more at home with Lucozede and Ribena than men. At least, one-fourth of Lucozede Boost came from women. There was no substantial difference in rating for Redbull gender wise. Age Younger respondents tend to have more affinity with Power Horse than older respondents particularly those above 45yrs of age. Adults in the age range of 35-45yrs voted more for Lucozede Boost Redbull had more votes from respondents in the age bracket 25-34yrs 8

Social Class The rating for power Horse and Ribena cut across all social strata. Lucozede Boost had its scores more from those in the Lower income class and then Middle income class. Redbull was favoured more by those in the upper income class. 9