Banking Survey: GCB adjudged the bank with the highest ‘Share of Voice’
GCB in terms of banks’ Share of Voice (SOV) leads the various banks in the country with a 19.45 percentage points SOV.
This is according to the third-quarter report by Ghanaian research firm, Global InfoAnalytics.
Following GCB are Absa and Standard Chartered with a 14.77 and 8.78 percentage points share of SOV respectively.
“For Q3, GCB dominated the share of voice (SOV) with 19.45%, followed by ABSA with 14.77% and StanChart with 8.78%,” said the report.
The SOV metric according to the Ghanaian research firm, Global InfoAnalytics, is the number of times a brand is mentioned on the web against competitors.
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Share of voice covers both brand awareness and customer engagement, as it reflects how often a brand is seen online and how well the customers engage with its content.
Explaining Absa Bank’s second place in its SOV metric survey, Global InfoAnalytics attributed the bank’s position to an advertisement being run by the bank during the period of the survey.
“Further analysis of the data suggests that during the survey period, ABSA was running an ad using Michael Essien, a high Influencer, thus, earning a higher percentage on the share of voice metrics as compared to Q2,” noted Global InfoAnalytics.
Global InfoAnnalytics’ Banking Sector Brand Health Check report tracks banks’ assets values and compares them to key brand metrics on a quarterly basis.
A brand’s health survey, the research firm notes, is essential to the success of a company as it unlocks a wealth of new data and rich insights that help to grow brands, iterate, and track success against competitors.
