Top of mind brand — GCB reigns
GCB Bank has emerged as the most recognisable banking brand in the country, according to the 2025 Customer Satisfaction and Brand Health Report jointly released by Global InfoAnalytics and Stratcomm Africa.
The bank recorded the highest unprompted brand recall score at 14.3 per cent, ahead of its closest rivals, Agricultural Development Bank (ADB) and Ecobank, which registered 11.9 per cent and nine per cent respectively.
The unprompted brand recall metric assesses the top-of-mind awareness of consumers by posing questions such as "Which banks come to mind when you think about banking?" and "Which bank is your first choice for banking?"
The measure serves as a key proxy for brand visibility and resonance among consumers, drawing on attributes, including market presence, storytelling, values alignment, brand personality, and marketing effectiveness.
The report's findings suggest that GCB Bank has effectively embedded its brand into the consciousness of Ghanaian banking customers.
The bank's strong market positioning is a testament to its ability to resonate with consumers and establish a strong brand presence.
ADB and Ecobank
ADB and Ecobank, which followed closely behind GCB, also demonstrated a significant level of brand recognition, indicating a competitive landscape in the banking sector.
In terms of purchase intent, which gauges the likelihood that consumers will use a brand in the near future, CalBank edged out the competition with a score of 85 per cent.
GCB followed closely at 84 per cent, sharing the second spot with Access Bank Ghana. Fidelity Bank trailed marginally at 83 per cent.
The purchase intent metric provides valuable insights into consumer behaviour and preferences, highlighting the banks that are most likely to attract new customers.
Brand perception
The report's dual focus on brand recall and purchase intent provides an integrated view of both current brand perception and future consumer behaviour.
The findings have significant implications for banks' marketing investments, customer engagement strategies, and long-term brand equity development.
As banks jostle for market share in an environment shaped by digital transformation and shifting customer expectations, brand strength and customer preference have taken on heightened strategic importance.
Consumer sentiments
The survey, which was conducted nationwide and included 3,000 banking customers across all 16 regions of Ghana, offers a snapshot of consumer sentiment in an increasingly competitive financial services sector.
The results highlight the importance of building a strong brand presence and establishing a deep understanding of consumer preferences and behaviour.
GCB Bank's emergence as the most recognisable banking brand in Ghana is a testament to its commitment to building a strong brand and establishing a deep connection with its customers.
The bank's ability to resonate with consumers and establish a strong market presence has significant implications for its long-term success and growth.
The report's findings also highlight the competitive nature of the banking sector in Ghana, with several banks vying for market share and customer loyalty.
As the sector continues to evolve and digital transformation reshapes the banking landscape, banks will need to prioritise building strong brands and establishing deep connections with their customers to remain competitive.
Overall, the 2025 Customer Satisfaction and Brand Health Report provides valuable insights into the banking sector in Ghana, highlighting the importance of brand strength and customer preference in driving long-term success.
GCB Bank's emergence as the most recognisable banking brand in Ghana is a significant development, and the bank's ability to maintain its market position will be closely watched in the coming years.