| # | Concept | Culture | Statement | Freq. |
|---|---|---|---|---|
| 1 | brand competition | Nigeria | Limited competition with dominance of a few well-known international brands | 1 |
| 2 | branding | Nigeria | Branding often includes an emphasis on family and community values, and the portrayal of a brand as a member of the community. | 1 |
| 3 | car brands | Nigeria | Interest in reliable and rugged car brands, valued for durability and functionality. | 1 |