Editorial
Recession in Nigeria is currently making manufacturers including brand gatekeepers and
Entrepreneurs rethink their stand so as not to lose their hold in the minds of the consumers
and subsequently their wallets.
While difficult times like this mostly favour big brands; smaller brands need to understand
that communicating the brand’s assets such as brand awareness, reputation (competence ,
benefits, attributes, etc.), imagery and deep values among others in an unequivocal manner
to remain unique(exclusivity), strong(saliency) and positive (desirable) ahead of competitors
(especially market leaders) is a major way to grow or sustain brand strength (market share,
growth rate, loyalty rate, penetration etc.). Brands in the height of recession thrive on efforts
put into marketing communication because consumers don’t just buy the brand name; they
buy branded products that promise tangible and intangible benefits which are created by the
manufacturer.
BrandSpur Ng exists to help manufacturers, brand managers, owners and entrepreneurs
sustain such efforts through provision of monthly strategic intelligence which will help them
find their footing in the rowdy marketplace ahead of competition.
This is the maiden edition, and in this issue, BrandSpur Ng shares intelligence on pertinent
issues ranging from the economy (inflation, commodity prices, forex policy etc.), agriculture
(Cocoa), events, brand activities and promotions across different sectors including FMCG,
telecoms, banking, automobile, we also included a corner on young budding entrepreneur’s
exploit.
The promise is to keep improving, however, we invite you to have a good read and you are
welcomed to share your thoughts with us via [email protected] to enable us meet your
expectations.
Gracias!!!