"GCB Bank Tops Unprompted Brand Recall Rankings, Trails CalBank on Purchase Intent

GCB Bank Tops Unprompted Brand Recall Rankings, Trails CalBank on Purchase Intent – 2025 Customer Satisfaction Report

GCB Bank has emerged as the most recognisable banking brand in Ghana, according to the 2025 Customer Satisfaction and Brand Health Report jointly released by Global InfoAnalytics and Stratcomm Africa.

The bank recorded the highest unprompted brand recall score at 14.3%, ahead of its closest rivals—Agricultural Development Bank (ADB) and Ecobank—which registered 11.9% and 9% respectively.

The unprompted brand recall metric assesses the top-of-mind awareness of consumers by posing questions such as “Which banks come to mind when you think about banking?” and “Which bank is your first choice for banking?”

The measure serves as a key proxy for brand visibility and resonance among consumers, drawing on attributes including market presence, storytelling, values alignment, brand personality, and marketing effectiveness.

The metric signals a strong market positioning for GCB, ADB and Ecobank—the three institutions that appear to have effectively embedded their brands into the consciousness of Ghanaian banking customers.

In terms of purchase intent—which gauges the likelihood that consumers would use a brand in the near future—CalBank edged out the competition with a score of 85%. GCB followed closely at 84%, sharing the second spot with Access Bank Ghana. Fidelity Bank trailed marginally at 83%.

The findings, based on a nationwide survey of 3,000 banking customers across all 16 regions of Ghana, offer a snapshot of consumer sentiment in an increasingly competitive financial services sector.

As banks jostle for market share in an environment shaped by digital transformation and shifting customer expectations, brand strength and customer preference have taken on heightened strategic importance.

The report’s dual focus on brand recall and purchase intent provides an integrated view of both current brand perception and future consumer behaviour, with implications for banks’ marketing investments, customer engagement strategies, and long-term brand equity development.