United Bank for Africa and First Bank have emerged as the strongest brands in Nigeria, defying volatile economic conditions to deliver value and build customer loyalty, according to a new report.
UBA rose from ninth position in 2024 to become the strongest Nigerian brand in 2025, with a Brand Strength Index score of 92.4/100 and a corresponding AAA+ rating.
UBA’s rise to top in brand strength in 2025 effectively displaces GTCO which has now fallen to third place as the lender’s BSI score slowed to 89.5/100.
“UBA performs strongly across all key research metrics, earning high scores in brand familiarity, preference, and consideration, indicating strong consumer trust and loyalty,” said Brand Finance, a London-based consultancy in its latest report.
“Notably, the bank scores exceptionally well on price acceptance, outperforming other leading African peers – such as Capitec in South Africa and Equity Bank in Kenya – on this metric.”
Over the past year, UBA prioritised digital banking, innovation, and technology investments, which are crucial drivers of brand strength in Africa’s banking sector.
Focused on enhancing customer experience, the bank has continued to improvise in many ways to deepen engagement with consumers going forward.
Following UBA closely is First Bank of Nigeria which rose from 11th position to second for brand strength, noting a BSI score of 92.1/100 and a corresponding AAA+ rating as the bank excels across key metrics, including familiarity, reputation, consideration, and preference.
This improvement, according to the report, reflects its strong focus on innovation, digital transformation, and delivering exceptional customer experiences.
“First Bank’s strategic initiatives have significantly enhanced its market position and brand perception, reinforcing its leadership in the sector.”
The Managing Director, Brand Finance, Nigeria, Babatunde Odumeru, said Nigerian banks have continued to grow, defying inflation and currency woes that have put many brands at risk, to maintain customer loyalty and brand strength.
“United Bank for Africa (UBA) and First Bank of Nigeria, in particular, have made significant strides in brand strength, emerging as the strongest Nigerian brands in 2025,” Odumeru said.
Odumeru revealed that UBA now ranks as the 13th strongest banking brand globally among the top 500, a promising indication of the growing global competitiveness and recognition of Nigeria’s banking sector.
Meanwhile, Access Bank has moved up to fourth place, rising from 12th in 2024, driven predominantly by improved performance across key research metrics.
Access Bank retains most valuable brand in fourth straight year
Access Bank has retained its position as the most valuable Nigerian brand for the fourth consecutive year, as Nigeria’s biggest lender by assets more than doubled its brand value to N893.3 billion.
For the 2025 ranking, banks shine as the lenders accounted for 59 percent of total brand value, indicating robust growth and strong performance of the banking sector amid tough economic times.
Other standout performers in the ranking include Dangote Cement with brand value up 74 percent to N562.5billion and BUA Cement with brand value up 63 percent to N138.7 billion.
Both brands posted notable revenue growth in 2024, driven largely by price hikes despite government price controls.
Food brand Flour Mills Nigeria also grew brand value up 40 percent to N452.9 billion as it reported strong financial performance, bolstered by strong sales across its food, agro-allied, and sugar divisions.
Meanwhile, beer brand Hero Lager saw its brand value fall 51 percent to N42 billion, dropping from ninth to 20th in 2024, reflecting a decline in the Nigerian alcoholic drinks market.
Telecoms brand GLO Mobile increased its brand value by 138 percent to N130.4 billion, paving the way for the telecom provider to enter the top 10 most valuable Nigerian brands in 2025.
Brand Finance attributes this growth to its enhanced efforts in innovation, customer engagement, and expanding its market presence.