UBA, First Bank Emerge as Nigeria’s Top Brand Titans Amid Economic Turbulence
A recent analysis reveals that United Bank for Africa (UBA) and First Bank have established themselves as Nigeria’s most formidable brand leaders, successfully navigating turbulent economic conditions to enhance customer value and foster loyalty.
According to the latest assessment, UBA has made a remarkable advancement from its ninth-place position in 2024 to claim the title of Nigeria’s strongest brand in 2025. The bank achieved an impressive Brand Strength Index (BSI) score of 92.4/100, earning it the prestigious AAA+ rating.
UBA’s ascension to the top position has effectively displaced GTCO, which now occupies third place following a decrease in its BSI score to 89.5/100.
“UBA performs strongly across all key research metrics, earning high scores in brand familiarity, preference, and consideration, indicating strong consumer trust and loyalty,” said Brand Finance, a London-based consultancy, in its latest report.
“Notably, the bank scores exceptionally well on price acceptance, outperforming other leading African peers—such as Capitec in South Africa and Equity Bank in Kenya—on this metric.”
In the past year, UBA has concentrated on enhancing its digital banking capabilities, driving innovation, and investing in technology—factors that are critical for brand strength development in Africa’s banking industry. The bank continues to prioritize customer experience improvement, implementing various initiatives to strengthen consumer engagement moving forward.
First Bank of Nigeria follows closely behind UBA, advancing from 11th position to secure second place in brand strength rankings with a BSI score of 92.1/100 and a corresponding AAA+ rating. The institution demonstrates excellence across fundamental metrics, including familiarity, reputation, consideration, and customer preference.
The report attributes this improvement to First Bank’s concentrated efforts on innovation, digital transformation, and delivering superior customer experiences.
“First Bank’s strategic initiatives have significantly enhanced its market position and brand perception, reinforcing its leadership in the sector.”
Babatunde Odumeru, Managing Director of Brand Finance Nigeria, commented on the banking sector’s resilience: “Nigerian banks have continued to grow, defying inflation and currency woes that have put many brands at risk, to maintain customer loyalty and brand strength.
“United Bank for Africa (UBA) and First Bank of Nigeria, in particular, have made significant strides in brand strength, emerging as the strongest Nigerian brands in 2025,” Odumeru said.
He further noted that UBA now ranks as the 13th strongest banking brand globally among the top 500, signaling the increasing international competitiveness and recognition of Nigeria’s banking industry.
Access Bank has improved its position to fourth place, up from 12th in 2024, primarily due to enhanced performance across key assessment metrics. The bank maintains its status as Nigeria’s most valuable brand for the fourth consecutive year, with the country’s largest lender by assets more than doubling its brand value to ₦893.3 billion.
The 2025 rankings highlight the banking sector’s dominance, with financial institutions accounting for 59 percent of total brand value, demonstrating robust growth despite challenging economic conditions.
Other notable performers in the rankings include Dangote Cement, which increased its brand value by 74 percent to ₦562.5 billion, and BUA Cement, with a 63 percent brand value increase to ₦138.7 billion. Both companies achieved significant revenue growth in 2024, largely through price adjustments despite government-imposed controls.
Food producer Flour Mills Nigeria experienced brand value growth of 40 percent to ₦452.9 billion, supported by strong financial performance across its food, agro-allied, and sugar divisions.
Conversely, beer brand Hero Lager experienced a 51 percent decline in brand value to ₦42 billion, dropping from ninth to 20th position in 2024, reflecting broader challenges in Nigeria’s alcoholic beverage market.
Telecommunications provider GLO Mobile demonstrated exceptional growth, increasing its brand value by 138 percent to ₦130.4 billion, enabling it to enter the top 10 most valuable Nigerian brands in 2025.
Brand Finance attributes this progress to GLO’s intensified focus on innovation, customer engagement strategies, and market expansion efforts.
