Daily Graphic ranked among top 50 brands
The Daily Graphic, the flagship newspaper of the Graphic Communications Group Limited (GCGL), has been ranked among the top 50 brands in the country.
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This was based on a consumer survey conducted by The Centre for Brands Analysis (TCBA) within Accra, Takoradi, Kumasi and Tamale.
The aim of the research was to identify the strongest brand in all business sectors of the country and seek consumers’ opinion on the strength of the brands and how they were perceived and appreciated.
The Chief Executive Officer (CEO) of TCBA, Mr Eric Affaidu, told the Daily Graphic that different brand ranking methodologies and models were used by different ranking agencies to come out with the top 50.
He said some of the methods used included consumers’ preferences, perception, appreciation and choices to ascertain the respective positions of brands in their various categories.
“This confirms that there is no one universally approved methodology in conducting rankings of brands,” he added.
Additionally, he said, the Daily Graphic had over the years succeeded in building trust and confidence among its reading population, and that “when it comes to newspapers, readers have confirmed the fact that the only brand they know is the Daily Graphic.”
Mr Affaidu said consumers, during the survey, appreciated everything about the newspaper, hence the Daily Graphic had moved from just a brand to a premier brand which had been awarded by its consumers.
He further lauded the GCGL for putting its consumers first in terms of delivery, adding that a business thrives when a consumer is satisfied.
The GCGL took a giant step in June this year to change the face of the newspaper industry in the country with the launch of the redesigned Daily Graphic by President John Dramani Mahama, in line with the company’s tradition of listening to both the expressed and unexpressed needs of its customers and trying to exceed their expectations.
The redesigned Daily Graphic provides room for more interaction between the newspaper and its clientele. It also gives quick reads for busy executives and those who want more.
It is also meant to position the newspaper as a must-read and a continuous reference point for its customers, as well as fulfill Graphic’s new vision -“to become a dominant multimedia group in West Africa, telling the African story.”
By Zainabu Issah/Ghana