GCB ends 2021 as the most recognised bank in Ghana – InfoAnalytics Report
State-owned bank, GCB, according to the Q4 2021 banking sector survey report by Global InfoAnalytics, ended 2021 as the most recognised bank in the country.
This is after the bank maintained the position it earned in the Q3 2021 survey report by the research firm.
Pan African Bank, Ecobank Ghana, lost the prestigious position to GCB in Q3 2021 after holding onto the spot for the first and second quarters of 2021.
In its third-quarter banking report, the research firm notes that GCB for the review period scored a prompted brand recall of 17.34 percent as against Ecobank’s 12.51 percent.
In the fourth quarter, GCB scored a higher promoted brand recall of 24.99% representing a 7.65 percentage points increase.
Ecobank on the other hand, with a prompted brand recall of 7.31% emerged the fifth most recognised bank in Ghana in the research firm’s Q4 2021 survey report.
For unprompted brand recall, GCB once again maintained its lead with a score of 16.68% followed by Agricultural Development Bank which recorded unprompted brand recall of 12.5%.
Ecobank Ghana was ranked fourth with unprompted brand recall score of 7.99%.
Prompted Brand recall according to Global InfoAnalytics, has to do with customers’ ability to recall or remember the name of a bank in the country either by being prompted to do so or not (unprompted).
Unprompted brand recall measures how customers think about a brand when asked to think about its industry whereas prompted brand recall on the other, hand measures customer’s ability to elicit a brand name from their memory as a result of a prompt by a product or service category.
The survey for the fourth quarter report was conducted in December 2021 in a nationwide survey in all sixteen regions of the country.
The survey was conducted with a sample size of 2,009 bank account holders across the country.
The report assess banks’ Key Brand Metrics (KBM) such as Brand Recall, Purchase Intent, Brand Visibility, Net Promoter Score (NPS), Brand Equity and Share of Voice.
