General News
Reputation Driving Domestic Airfares In Nigeria
Check out the scene. It is the 01 floor of the Transcorp Hilton, Abuja. Airlines have their ticketing stands and offices herein. Office or stand may be an index of how prosperous the airline is.
Abuja-Lagos for that evening is almost fully booked on this Thursday. Getting out of Abuja on Fridays is a stretch but this has now extended to Thursdays.
The story of airfares on the domestic routes gets more interesting on such days. Arik Air has a slot for a princely N44, 000.
What about the next morning? It is N36, 000 economy on Arik Air. However, comparatively, it is N19 000 by Medview Airline and N18 000 by Dana Air.
Welcome to the new price regime in domestic airfares driven by reputation. It bears out the thesis that reputation creates wealth, first put in quantifiable terms in the work by Dr. Charles Fombrun hitherto of Harvard Business School, Reputation: Realising Value from the Corporate Image.
Price equivalence was the norm for many years on the domestic air routes. Then smart corporate executives at cash-stressed Aero Contractors cooked up the idea of lower upfront fares to lock in income.
Passengers booked two weeks ahead or more. The closer to proposed departure date the more expensive the fare.
Aero could thus turnaround the income from pre-booking several times before the passenger actually flies.
It generated cash flow for the airline, made air travel affordable to many –thus expanding the market- while temporarily positioning the airline as friendly.
It also kicked in the era of market driven prices that often seem capricious. You could be on the queue and pay N5000 more than one or two persons right ahead of you as the airlines switch prices at will.
Their counter staff are almost always incapable of providing lucid rationale for the changes, which are seemingly driven by competition, supply and demand and the operational exigencies of the business.
The variable pricing regime in domestic airfares is significant in marketing and reputation management.
Marketing experts understand that price is the most significant of the Ps in the marketing relationship.
Price signifies value, and all business is about the exchange of value. Price is at the intersection between the Ps of the seller and of the buyer.
Price represents income to the seller and expense to the buyer all of which speak of value.
Marketing traditionally speaks of the 4Ps to mean product, place, price and promotion.
However, for the consumer, the 4Ps represent purpose, performance, price and presentation. Price is common and constant in both the Ps of the marketer and of the consumer.
Purpose and performance of that purpose determines the price a consumer is willing to pay while all of the foregoing is enhanced by its presentation. Welcome to the reputation economy.
Reputation is clearly the driver of the variable pricing regime in domestic air fares with Arik Air commanding premium pricing.
Arik’s dominance is a function primarily of perception, a key component of reputation. Since the incidents of air crashes and the link to aged aircraft, airlines with newer planes on their fleet are perceived as safer. Aero has assiduously presented the fact of its younger fleet.
The point will bear emphasis that the dominance of a particular airline on the domestic routes – resulting in commanding premium fares- owes to perception more than any other factor. Yes, it has more planes. It covers more routes.
But its service delivery is not better than that of those with only two aircraft.
In the reputation economy, perception matters.
Reputation is a driver of business value. Sixty percent of respondents to a survey by The Reputation Institute believe that reputation has a high financial impact on their companies.
According to the 2013 RepTrack 100 Report, respondents also acknowledge that reputation helps
• Increase customer retention
• Increase in sales/revenue
• Increase in market share
• Reduce cost of hiring/retention
• Increase in share price
• Increase in profitability
• Lower cost of doing business.
The reputation economy, the Reputation Institute states, “is a new market place reality in which people buy products, take jobs, and make investments based primarily on their trust, admiration and appreciation for the companies and institutions that stand behind them.”
As with airfares, companies in all sectors of the economy would hereafter extract value based on their reputations and consumer perception of the value they offer.
At the macro level, the Nigerian aviation sector needs a lot of work to burnish its reputation against the backdrop of statistics that cast doubts about the sector’s viability such as this: 139 private jets, 7 Airlines, 57 planes, 33 failed airlines in Nigeria.
Chido Nwakanma is a communication strategist and marketer with extensive media and industry experience consulting in Nigeria and Africa. He wrote from Lagos.
General News
Airtel Africa Foundation Calls for Applications for “DigiLeap” Tech Training for Young Women

The Airtel Africa Foundation, through Airtel Nigeria, has officially opened the application portal for the DigiLeap Tech Drive, a core initiative in the Foundation’s digital inclusion agenda. The application portal will be open until 8th May 2026.

Targeting 200 underserved young women in the Ikorodu Local Government Area of Lagos State, the programme is designed to bridge the gender divide in the digital economy by providing intensive, industry-standard technical and digital literacy training at no cost to the beneficiaries.
The DigiLeap Tech Drive is a strategic collaboration between the Airtel Africa Foundation, the ISHK Tolaram Foundation, and Co-Creation Hub (CcHub), with implementation carried out by the SAIL Innovation Lab, a leading centre for digital talent development in Nigeria.
Strategically engineered to transform high-potential individuals into workforce-ready professionals, this high-impact project will provide technical instruction, mentorship, and job-placement linkages, directly tackling regional unemployment and the systemic underrepresentation of women in the global technology sector.
Commenting on the project, Dr Segun Ogunsanya, Chairman of the Airtel Africa Foundation, emphasised that the partnership between the Foundation, Ishk Tolaram, and CcHub is central to the Foundation’s holistic mission of advancing both digital and gender inclusion across the continent.
“Our mission at the Airtel Africa Foundation is to accelerate digital inclusion across the continent,” he said. “By bringing the DigiLeap Tech Drive to the women of Ikorodu alongside Ishk Tolaram and CcHub, we are providing 200 young women with a definitive competitive advantage in the modern economy. This initiative ensures the digital revolution is truly inclusive; it isn’t merely a training session, but a professional pipeline designed to transition these women directly into internships and sustainable careers.”
In his remarks on the flag-off, Dinesh Balsingh, Chief Executive Officer, Airtel Nigeria, highlighted Airtel’s dedication to ensuring that women are integrated into the country’s rapidly evolving digital economy.
“At Airtel Nigeria, we believe that empowering women with digital skills is a fundamental catalyst for national economic growth. With the DigiLeap tech training, we are creating a sustainable pathway for young women in underserved communities to move from the sidelines of the digital economy into the heart of the tech workforce. This initiative reflects our deep-rooted commitment to social impact and our belief that when women lead in technology, entire communities thrive,” he said.
Focusing on industry-standard competencies that enhance both employability and entrepreneurship readiness, application entry into the programme is now live and open to women aged 18–35 living in Ikorodu.
General News
Cross River State Isolates 10 More Persons with COVID Symptoms

Cross River State Government said it has identified and isolated 10 persons who interacted with a Chinese national who reimported COVID-19 into Nigeria.

Nigeria Centre for Disease Control and Prevention (NCDC) while confirming a case of COVID-19 in the state, assured the public that there is no evidence of widespread transmission.
But, Dr. Inyang Ekpenyong, state epidemiologist, disclosed that the individuals were traced through contact tracing after interacting with the index case (Chinese national) and have since been placed under movement restriction.
“We’ve restricted their movements to their homes, so that they do not spread the symptoms to other persons,” Ekpenyong said, noting that the contacts were under close monitoring by health officials.
She added that surveillance teams had visited the expatriate’s workplace in Akamkpa to track possible exposure and prevent further transmission.
The affected Chinese national is currently receiving treatment at the University of Calabar Teaching Hospital (UCTH), where authorities said he was responding positively.
Ekpenyong reminded residents that COVID-19, despite first emerging about six years ago, has not been eradicated, urging continued adherence to preventive measures.
She advised the public to maintain regular hand sanitisation, use face masks where necessary, and follow public health guidelines issued by experts.
But, Dr. Jide Idris, director general, NCDC, said, “Public health surveillance systems remain active nationwide, and we are working closely with state authorities to ensure early detection and swift response to any case.”
In a statement on Wednesday, Dr. Idris, said there is no cause for alarm, adding that “We are monitoring the situation closely and our response systems are active and working,”.
Earlier, Dr. Henry Egbe Ayuk, state commissioner for Health, confirmed the first case and assured residents that all necessary containment protocols had been activated.
According to Ayuk, the index case involves a 53-year-old Chinese national who arrived in Nigeria on March 17 and later developed symptoms while in Akamkpa.
He explained that the patient’s condition worsened while receiving treatment at a state facility before he was transferred to UCTH for advanced care.
“At the facility, samples were taken in line with established protocols, and it was confirmed that the patient showed symptoms of COVID-19,” Ayuk said.
“We are, however, happy to report that he is doing well,” he added.
The commissioner stressed that the state’s health system has been strengthened to respond effectively to outbreaks, with surveillance mechanisms fully operational across Cross River State.
He acknowledged the presence of occasional silent infections but maintained that the government remained prepared to manage any public health threat.
“But we are determined that for every ailment, every disease or outbreak, if it is identified here in the state, there should be no alarm. The state will do well in terms of surveillance or containment of an outbreak. Whatever it is, we will do our best to contain it. So, there is no alarm,” Ayuk stated.
Ayuk further noted that COVID-19 remains a global concern, warning that cross-border movement of infected individuals continues to pose risks.
“COVID-19 is not peculiar to Nigeria. But we’re determined to contain it. There’s no cause for alarm,” he said.
General News
The Visibility Trap

By Ememobong Udofot
There is a persistent assumption in modern business that attention is progress. If people are seeing you, engaging with you, and talking about you, then you must be growing. On the surface, this feels true. In practice, it is one of the most expensive misconceptions companies carry.

Visibility is not legitimacy. And confusing the two creates fragile businesses that look successful long before they actually are.
Visibility is distribution. It is how often you are seen, how far your message travels, and how loudly you exist in a market. It is driven by campaigns, partnerships, content, and media. It is measurable in impressions, reach, mentions, and recall.
Legitimacy is something else entirely. It is not what people see. It is what they conclude. It is the quiet but critical judgement a user makes when deciding whether to trust you with something that matters. Their money, their time, their reputation, their belief. Legitimacy is not declared. It is inferred. This is where most companies miscalculate.
A platform can be highly visible and still feel unsafe. It can be everywhere and still feel uncertain. It can dominate conversations and still fail at conversion when the moment of decision arrives. Because today, users are not asking, “Have I seen this before?” They are asking, “Do I trust what happens next?”
In financial services, especially in emerging markets, this distinction becomes sharper. Users do not operate from abundance. They operate from risk awareness. Every transaction is evaluated, consciously or not, through a lens of potential loss. What could go wrong? How fast can I recover if it does? Who is accountable if it fails? Visibility does not answer these questions. Legitimacy does.
Legitimacy is built through signals that reduce perceived risk. Not theoretical safety, but experienced reliability. It shows up in consistency of outcomes, in how predictable your system is under pressure, and in whether your platform behaves the same way every time, not just when everything is working but also when something breaks. It is reinforced by clarity. Users trust what they understand, not what is explained to them in long paragraphs, but what is immediately obvious in interaction. What happens next, how long it takes and what they can expect. It is strengthened by accountability. Not in policy documents, but in visible behaviour. How issues are handled, how quickly they are resolved, whether responsibility is assumed or deflected.
These are not branding elements in the traditional sense. They are operational realities. But this is exactly where branding is often misunderstood. Brand is not what you say about your product. It is the system of signals that shape how your product is perceived before, during, and after use. While visibility amplifies your presence, legitimacy sustains your relevance.
When companies prioritize visibility without building legitimacy, they create a dangerous gap between expectation and experience. Growth accelerates, but trust does not compound at the same rate. Eventually, the system corrects itself. Users withdraw, reputation weakens, and recovery becomes significantly harder than initial growth.
On the other hand, when legitimacy is established first, visibility becomes an accelerator rather than a risk. Every new user acquired enters a system that can hold them. Every interaction reinforces the same conclusion. This works; I can rely on this.
This is slower to build, but far more durable. The strategic implication is simple but rarely followed. Do not ask how to be seen more; ask what conclusions users are forming when they see you. Do not optimise for attention in isolation, optimise for the alignment between what is promised and what is experienced. Do not treat trust as a communication problem, treat it as a systems problem that communication must accurately represent. Because in the end, markets do not reward visibility. They reward reliability that has been observed, tested, and believed. And that is legitimacy.
Ememobong Udofot E. is a branding and communications executive specialising in strategy, systems thinking, and trust design within financial technology. She currently leads Branding and Communications at FlashChange, a digital value exchange platform focused on enabling reliable, efficient movement of digital assets.
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