United Bank for Africa (UBA) has emerged as the strongest brand in Nigeria and the 13th strongest banking brand globally among the top 500 banking brands.
This was revealed in the 2025 report on Nigeria’s most valuable and strongest brands as released by Brand Finance, a chartered accountancy firm regulated by the Chartered Institute of Chartered Accountants in England and Wales.
According to the report UBA rose from its previous position as the ninth strongest brand to emerge as the strongest brand in the country, showing increased trust and acceptability of the bank as well as its services by the public.
While the banking industry dominated the top brands in the country, UBA raced to become the strongest Nigerian brand in 2025, with a BSI score of 92.4/100 and a corresponding AAA+ rating, the highest accolade for brand strength awarded by Brand Finance.
According to Brand Finance, the Nigeria 2025 ranking highlights considerable shifts in the country’s strongest brands, with banking brands rising through the ranks to dominate the top 10.
It noted that the dominance of banking brands “demonstrates a growing recognition of the sector’s resilience and adaptability, particularly as financial services play an increasingly crucial role in driving Nigeria’s economy forward.”
UBA performs strongly across all key research metrics, earning notably high scores in brand familiarity, preference, and consideration, indicating strong consumer trust and loyalty.
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.
“During this past year, UBA has prioritised digital banking, innovation, and technology investments, which are crucial drivers of brand strength in Africa’s banking sector. The focus is aimed at improving the customer experience and deepening engagement with consumers going forward.”
First Bank of Nigeria followed on the scale of brand strength rising from its previous 11th position to second with a BSI score of 92.1/100 and a corresponding AAA+ rating.
According to Brand Finance, First Bank bank “excels across key metrics, including familiarity, reputation, consideration, and preference.
“This improvement 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.”
Meanwhile Guaranty Trust Holding Company (GTCO) dropped from first to third place in brand strength, despite a slight increase in its BSI score to 89.5/100. Access Bank in the report moved up to fourth place, rising from 12th in 2024, driven predominantly by improved performance across key research metrics.
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