TomTom and Buttermint, two of Cadbury Nigeria Plc’s confectionery brands, featured in the Sagabrand List of Top 20 Brands in Africa on Quality Score, for the period January 2022 to May 2022. They emerged from a pool of over 2,000 brands selected by 800 respondents in 24 African countries.
The top three bracket includes Golden Penny Pasta, Woolworths and Checkers Custard. TomTom ranked 5th, while Buttermint was rated in the #16 position ahead of competition confectionery brand Alpenliebe. Although the Top 20 list is dominated by FMCG brands, electronic and mobile giant, Samsung also featured in the 15th position.
Sagabrand is a continuous brand health tracking tool from Sagaci Research Africa, a market research firm in Africa, with operations across 34 African countries. Sagabrand collects daily data among an online panel of consumers aged 18+ years and publishes the results monthly.
The survey features questions across several key brand health indicators, including good quality. To make the top 20 list, a brand must have scored a minimum of 86% on the good quality Key Performance Indicator (KPI).