Standard Chartered now the bank with the highest Share of Voice
Standard Chartered Bank for the second quarter of this year led the various banks in the country with a Share of Voice (SOV) of 18.71 percent.
StanChart overthrew First National Bank who held the top spot in the first quarter with an SOV of 29.14 percent.
First National Bank for Q2 2021 recorded an SOV of 6.98 percent, a significant drop of 22 percent.
Following StanChart are Fidelity and CAL bank with SOV of 14.98 percent and 9.63 percent respectively.
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.
Read: Word-of-mouth marketing still not working for CBG – Global InfoAnalytics
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 StanChart’s lead in its SOV metric survey, Global InfoAnalytics attributed the bank’s lead to certain issues it had with influencer Kwadwo Sheldon.
“Further analysis of the data suggests that during the survey period, Stanchart had issues with a high influencer, Kwadwo Sheldon, hence, earning a higher percentage on the share of voice metrics,” noted Global InfoAnalytics.
The quarterly Banking Sector Brand Health Check report by Global InfoAnalytics, aside from tracking banks’ assets values and comparing it to key brand metrics on a quarterly basis, also seeks to provide banks and customers with the up-to-date status on “banking brand health.”
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.
