alder case studies

Case study 06: The peoples’ opinions matter!

Intercontinental Bank - Brand Audit

When Intercontinental Bank plc desired feedback from its audiences to fuel marketing and new product development, the organisation turned to Alder.

Alder Research developed a programme to harvest the opinions of bank customers and employees as well as the press and financial analysts. Based on the findings of the report, performance benchmarks were developed to rate the performance of individual branches in preparation for future Brand Certification by Alder Research.

During the brand audit, major systemic problems were identified and recommendations were made to tackle them. An implementation strategy, christened the i-initiative eventually evolved based on the results of the audit.

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About Intercontinental Bank plc
Intercontinental Bank plc is one of the top banks operating in the African market.

Case study 07: Everyone must measure up!

Prudent Bank - Brand Audit & Certification

Alder Research executed a nationwide Brand Audit and Brand Certification for Prudent Bank (now a part of the Skye Bank Group).

The Brand Certification exercise was done to assess 31 of Prudent Bank’s branches across the 6 geopolitical zones of Nigeria.  The exercise was hinged on 11 predefined brand pillars:

Availability Quality of Contact Order Attendance Attention Referral

Direction Instruction Courtesy Ambience Competence

These pillars were identified as key drivers of the Prudent Bank brand.

Measurement of the 11 parameters was carried out by a select group of mystery guests who paid impromptu visits to each of the identified branches. These visits enabled the researchers experience first hand, the performance of branches. Branches that met or exceeded specified performance levels were accorded a Brand Certification® (b-Certification).

The Brand Certification® programme highlighted service issues in specific regions and revealed service initiatives that were successful in branches that could be deployed throughout the organisation.

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About Prudent Bank plc
Prudent Bank plc was the major force behind the merger of the 5 banks which formed Skye Bank plc. Skye Bank plc is one of the 25 banks currently operating within the Nigerian market.

Case study 08: What is it worth?

Bond Bank - Brand Valuation

At the height of the consolidation in the Nigerian banking industry, Alder Research was approached to calculate the value of Bond Bank’s brand. (Bond Bank eventually became a part of the Skye Bank Group). The aim of the exercise was to use the valuation of the brand as an additional bargaining chip during the merger discussions.

Alder Research evaluated various models that can be employed to calculate brand valuation and deployed a methodology that took into consideration the peculiarities of the Nigerian market.

The valuation of the brand was based on an amalgamation of the quantitative and qualitative equity. In addition, a comparison was done with the brand of the potential merger partner to determine brand strengths and weaknesses.

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About Bond Bank Limited
Bond Bank Limited is one of the five banks that came together to form Skye Bank, one of the 25 banks currently operating within the Nigerian market.

Case study 09: To be or not to be?

A Cement Factory [name withheld] - Feasibility Study

Alder Research was approached by an organisation to carry out a feasibility study on the viability of a new cement company in Nigeria. 

With a proposed ban on the importation of cement imminent, it was necessary to evaluate Government’s industrial policies affecting the production of cement within the country and the reaction of Cement Manufacturers and Bagging Industries to the ban.

The result of the feasibility study provided empirical data to the organisation and informed the company’s eventual decision making.

Case study 10: Where do we go from here?

Okhai Akhigbe & Co. - Competitive Audit & Advisory Services

During the restructuring programme for the law firm, Okhai Akhigbe & Co.(spearheaded by Alder Consulting), a competitive audit was commissioned. The audit was meant to determine the gaps and opportunities open to Okhai Akhigbe & Co. within the legal sector.

Alder Research executed the audit and also conducted a study on potential partnership structures and the viability of certain practice areas. Further research was done on marketing communication & PR options that were open to the firm in light of regulatory restrictions on marketing by law firms in Nigeria.

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About Okhai Akhigbe & Co
Okhai Akhigbe & Co. is a legal firm specialising in shipping and maritime law.