marketing strategy Archives - Stonehill research and marketing

Understanding Brand Fatigue: Why Some Brands Lose Relevance Fast in Nigeria Introduction The consumer market in Nigeria is rapidly changing, and the brands that were once on shelves and in consumers’ minds are likely to lose relevance in a short time. The Nigerian market has seen many brands lose their gloss, even after huge initial investments, from telecommunications giants to…

Brand Strategy

Emotional Branding: How Nigerian Consumers Connect Beyond Price in Nigeria

StoneRM_January 23, 2026

Emotional Branding: How Nigerian Consumers Connect Beyond Price in Nigeria Introduction The price is no longer the sole determinant of purchasing decisions in the ever-competitive marketplace in Nigeria, where consumers are inundated with numerous options to make everyday. Nigerian consumers are becoming more demanding in the sense that they want to feel the brands that they support have more profound…

Marketing and Communications

Brand Equity: Why It’s Your Most Valuable Asset (And How to Grow It) in Nigeria

StoneRM_January 21, 2026

Brand Equity: Why It’s Your Most Valuable Asset (And How to Grow It) in Nigeria Introduction Why does one brand outperform another in the Nigerian competitive business environment, where the choice of various brands of fintech apps, FMCGs, and similar is overwhelming consumers with numerous options every day? The solution to this is brand equity, an intangible but influential resource…

marketing strategy

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