In a market dominated by a leading brand, gaining awareness, a share of the market and recognition demands a well-thought out and executed branding strategy. An effective branding strategy creates a clear and consistent identity that gets a brand easily recognised.
The messages sent to customers through both above and below the lines platforms position the brand clearly in the minds of customers and prospects, as well as differentiation from competitive offerings. The impact of a well-executed branding strategy is measured by the level of recognition by its target audience with consequent impact on your sales success.
Over the years Legend Extra Stout, a premium brand from the stable of Nigerian Breweries Plc, has deployed winning strategies to drive home its brand value and essence, upping its market share year after year. This effort was recognised stakeholders as the brand, launched into Nigerian stout market in 1992 to inject excitement among the youth segment of the market, was awarded the prestigious Gold Quality Award at the 51st Monde award ceremony held in Athens, Greece. Back home, the brand invited its publics to a night of fun and celebration at Niteshift Coliseum. MI, the rap artist was on hand to entertain as the award was officially presented to the consumers.
Speaking at the event, Mr. Walter Drenth, marketing director of Nigerian Breweries said every time Legend calls, it does so to share and celebrate good news.
“You are all living witnesses to the tremendous strides the Legend brand has made over the years, establishing itself as a Real stout on many counts and refreshing its outlook uniquely. Over the past 20 years, the Legend brand has continued to position itself as a credible choice of stout, full brewed the way an original stout should, giving Legend the credibility to be called the ‘Real Deal,’a sincere proposition that has sustained the brand s’ growth since the re-launch and acceptance in 2009.”
Drenth added: “Today, Legend has an unprecedented story of being the fastest growing stout brand in the Nigerian stout market, extremely outclassing others in the category. Thanks to the loyal consumers for their patronage and steadfastness. I have no doubt that you are aware of our high performances over the years both in blind tests and several other testimonies from consumers; Legend has remained remarkably unique in taste and quality.”
The director further stressed that the brand custodians’ passion for consistent quality check over the years pushed Legend to take another bold step to validate its quality by participating in an internationally recognised taste and quality evaluation panel. The MONDE Selection Institute, based in Brussels, has independently evaluated brands quality since 1961.
In spite of its stringent selection process from among over 3,000 entries from over 80 countries in 2011, Legend was evaluated, selected and awarded the prestigious Gold Quality Award. Participating brands are usually tested each year in the following categories: Spirits and Liqueurs, Beers, Waters and Soft Drinks, Food Products Chocolates and Confectionery, Cereal Products, Diet & Health products, Cosmetics and Toiletries.
Funso Ayeni, senior brand manager - Legend, said the award is for the Nigerian consumer that has stood with and believed in the brand over the years. “Our consumers have been great over the years; they encourage us to continue to brew the best tasting stout brand in the country. The fact that this award came from a renowned authority, after passing through a series of quality control tests, goes to show that the quality of Legend is unique.” Ayeni added.
Positioned as a stout for the young and young at heart who want to be different, like adventure and are fashionable to express their lives with absolute freedom, Legend has undergone a number of innovations since launch.
Drench said “You are all living witnesses to the tremendous strides Legend brand has made over the years establishing itself as a real stout on many counts and refreshing its outlook uniquely. Over the past 20 years the Legend brand has continued to position itself as a credible choice of stout, full brewed, the way an original stout should-giving Legend the credibility to be called “Real Deal” a sincere proposition that has sustained the brands growth since relaunch and acceptance in 2009”