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BRAND MATTERS: Building positive brand perception

BRAND MATTERS: Building positive brand perception

“Mama do good oh! E do good, Mama Give me Indomie, E do well….” This is the beautiful song that brings out the innovative and creative approach to Indomie noodles visibility. It exemplifies the benefits of the brand to its core target consumers. The woman in the commercial delivered the brand that the children desired so much and, as a result, deserved to be praised. Indomie is one brand that has consistently evolved several channels to build positive perception, especially with the children.

The importance of brand building cannot be underestimated. A brand needs to build a positive image in order to gain an inroad into the minds of consumers. It is indeed true that strong brands exist in people’s hearts and minds. The stronger the brand identity in the market place, the more consumers make informed decisions to purchase the brand. The perception of the brand is beyond the name and logo. It is what the brand stands for in the minds of the consumers. A brand should represent something concrete in the consumers’ mind.

The Bournvita Teachers award is a great idea and a tangible way to build favourable perception for the brand. There has never been a brand that seeks to recognise the laudable role of teachers. Bournvita came up with this award and even though not all teachers can win, they still identify with a brand that offers them prominence and recognition.

It has become important to truly build a brand that leaves an indelible imprint on the heart and mind. When it is done this way, it leads to deeper consumer engagement.

Building a positive brand impression also requires the building of trust and relationship. The brand needs to be trusted to deliver on its offerings in order to forge a relationship with the consumers. Brands need to engage, interact and immerse the audience in its benefits and values to bolster positive perception. I believe this is one major way that Indomie as a brand has leveraged its values to the children. The brand has, through several platforms, built a relationship with school children who now believe in the brand as giving them the desired nourishment.

The most effective way to think of a brand is as an image that the audience remembers. The brand perception must be positive, relevant and memorable for the consumers. That is why Indomie has been the generic name for noodles in the market.

A brand is killed on a gradual basis if it fails to build positive perception in the minds of the consumers. Brands should maintain a positive image to remain relevant with the consumers.

To build positive perception, brands should focus on “what I stand for” and not “what I am”. There should be that compelling brand promise that resonates with the target consumers. Brands that build positive perception continually enjoy consumers’ loyalty.

Indomie has been a remarkable brand in the food industry. The brand has evolved to dominate the noodles market place due to its brand building activities. Indomie previously was a brand associated with children but has become a strong unifying brand for the family.

The Indomie brand evolved over the years as it has distinguished itself through favourable brand perception. The brand has consistently engaged in CSR and educational activities to position its distinct image. One major area is the sponsorship of activities in schools to build a strong relationship with the children. The Heroes award has also placed the brand on a pedestal, rewarding children who embark on heroic endeavours. Indomie became the generic name for noodles due to its strategic brand building efforts to promote a favourable brand image.

Brands should also evolve proven and tested brand building strategies to remain relevant to the consumers. Brand custodians should also make conscious efforts to find out what their brands represent in the minds of consumers. Consumers should be asked about their expectations and whether the brand delivers on its promise. Through this, the brand can align with the aspirations of the consumers to build a positive perception.

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Stock market activities remain unstable

Stock market activities remain unstable

Trading activities at the Nigerian Stock Exchange (NSE) were characterised by varied performances this week as market indicators continued their unsteady movements.

The market capitalisation appreciated in value at the close of trading on Thursday after it declined the previous day. The market capitalisation of the 194 First-Tier equities closed yesterday at N7.906 trillion after opening the day at N7.862 trillion, reflecting 0.56 per cent or N44 billion gains. The Exchange had recorded gains also on Tuesday before plunging the following day.

Stockbrokers at GTI Capital, a stockbroking firm, said: “Uncertainty pervaded the equity market because the oscillatory trend continued to hold sway in the market amid political uncertainty. The market had failed to attain a steady rally in succession for five days in the past one month. This shows strong weakness in the economic space burden with political uncertainty.”

A total of 32 stocks appreciated in price on Thursday higher than the 28 recorded the previous day, while 21 stocks depreciated in value higher than the 18 of Wednesday. First Aluminium Nigeria and Ecobank Transnational Incorporated topped the price gainers’ table with an increase of five per cent and 4.97 per cent, to close at 63 kobo and N16.27 per share, respectively. On the flip side, Union Bank of Nigeria and Cement Company of Northern Nigeria led on the price losers’ chart with a loss of 4.95 and 4.94 per cent respectively, to close at N3.07 and N10.78 per share.

Financial results

Meanwhile, despite the fact that more quoted companies released good results, market capitalisation remains wobbly. Dangote Cement, on Wednesday, posted significant improvement in its audited financial result for the year ended December 31, 2010. The company, which was listed at the Exchange last October after acquiring Benue Cement Company, posted a profit after tax of N106.605 billion in 2010, from a profit after tax of N47.251 billion in 2009, reflecting a 125.61 per cent increase. Dangote Cement’s turnover in the period in view also increased by 56.06 per cent, from N129.797 billion to N202.565 billion.

The company’s board of directors proposed a dividend of N2.25 per share for its shareholders. The bank’s share will be marked for payment on the 27th of April while the cash will be disbursed on the 25th of May. The stock price of Dangote Cement remained unchanged yesterday at N125.50 per share after the announcement.

Fidelity Bank posted a 2010 pre-tax profit of N8.65 billion, more than four times the N2.05 billion pre-tax profit it made in 2009. Turnover in the period rose to N56 billion from N35 billion a year earlier.

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Delta, Bayelsa and Imo record highest cases of ballot box snatching

Delta, Bayelsa and Imo record highest cases of ballot box snatching

Delta State
recorded the highest cases of ballot box snatching in Saturday’s
National Assembly election, followed by Bayelsa and Imo states, the
Independent National Electoral Commission said yesterday.

The chairman of the
commission, Attahiru Jega, said the three states topped the chart of
incidences of diverted ballot boxes, amongst several other poll
malpractices but gave no specific figure.

An official of the
commission, however, said the highest number of the violation recorded
by Delta State during the relatively well-conducted election was nearly
50.

A spread of
detailed statistics of malpractices, including violence, diversion of
materials, lateness of officials and materials, during the elections on
state-by-state basis was expected from the commission on Monday. Mr.
Jega’s spokesperson, Kayode Idowu, later said there were problems with
the analysis of the data and the information would be made available
Tuesday.

Large-scale malpractice

While addressing
international observer teams, including the Commonwealth, African Union
and the National Democratic Institute, Mr. Jega said the worst cases of
the breaches, were recorded in the three states.

“There were
problems with thuggery. Luckily the police have made a number of
arrests in fact earlier today I got information that the police have
arrested over 500 people, many of them thugs,” he said.

“Delta is a state where we received most cases of ballot box snatching followed by Bayelsa and then followed by Imo states”.

Mr. Jega’s remarks
came as a growing number of political parties that lost in the
elections, laid complaints to the commission, amid concerns that the
overwhelming success of the election generally could deny attention on
genuine cases of violations no matter how minute they may appear.

The parties blamed
their defeat on large scale rigging by the ruling parties, ballot paper
stuffing and box snatching and demanded a rerun and redeployment of
INEC staff alleged to have been compromised.

In Bayelsa State
where one of the most damning cases of violence was recorded, the
opposition parties accused the ruling People’s Democratic Party (PDP)
of hijacking electoral materials in connivance with security operatives
including the police, the Joint Military Task Force (JTF) and some INEC
officials.

The parties, led by
the Labour Party (LP) Chairman in the state, Addo Badou, and the Action
Congress of Nigeria (ACN) told the electoral commission that elections
did not hold in six local government areas of the state. They demanded
the immediate removal of the State Resident Electoral Commissioner,
Edwin Nwatalari, for alleged connivance with the politicians.

‘Cancel the poll’

In Kwara State
where the PDP dominated in the election according to results announced,
the Action Congress of Nigeria (ACN) Sunday threatened to contest the
results of the elections. Opposition parties have made similar calls in
Benue, Adamawa, Rivers and Akwa Ibom states.

There are concerns
as to whether new measures including complex ballot paper security,
voters waiting behind to defend their votes and a customized ballot
box, are enough to deal with intricate electoral fraud scheme which
exploits human factor for a compromise.

In the case of Akwa
Ibom state where a raging rivalry between ruling PDP and the ACN
supporters recently reached violent dimensions, the parties say there
abound heaps of questions about the exercise and the commission says
they would be investigated when properly tabled before it.

After a startling
defeat margin on Saturday, the ACN has been quick to dismiss the
outcome of the elections and asked for a repeat as well as the removal
of the REC in that state, Maria Owi.

In a detailed
petition to Mr. Jega signed by the state chairman, Aniekan Akpan, the
party claims many of its agents were chased off from collation centres
by paid security agents siding with the ruling party while some corps
members were compelled to release surplus ballot papers to the party.

“Unused ballot
papers were not returned but were given to PDP members who used palm
kernels or bitter kola nuts to print in place of thumbs! What an
innovation,” the party said in the letter which spokesperson to Mr.
Jega, Kayode Idowu, said he could not confirm whether it had been
received as of Monday noon.

In a particular
case, in Essien Udim Local Government Area of the state, all registered
voters in the state voted for the People’s Democratic Party (PDP),
according to the announced results, leaving no allowance for voters who
died, travelled, took ill.

By yesterday, INEC headquarters could not confirm the total number
of petitions it has received already on the Saturday election.

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Police arrest electoral commission staff with ballot paper

Police arrest electoral commission staff with ballot paper

The Assistant
Inspector General of Police, (AIG) Zone 1, Abubakar Muhammad, has said
that an INEC security guard and a former vice chairman of Warawa Local
Government Area of Kano State have been arrested and detained for
illegal possession of INEC sensitive materials.

Mr Muhammad who
was speaking to newsmen in Kano said that the suspects were picked up
during the last Saturday parliamentary election by security agents.

He identified the
former Council boss as Ado Muhammad of Warawa local council while the
INEC security guard attached to their Shanono office is Nasiru Labaran,
adding that the exhibit found on them had been confiscated.

Suspects to be charged

He stated that
investigations were on to ascertain the circumstances surrounding the
possession of the INEC sensitive materials by the suspects, saying that
the police will soon arraign the suspects.

“Two high profile
suspects were picked up by the security agents during the just
concluded parliamentary election in the state for being in possession
of INEC sensitive materials and they will soon appear in court.” Mr
Muhammad commended politicians and other stakeholders in the state for
the peaceful conduct of the election, and asked them to sustain the
tempo in the subsequent elections.

“We appreciate the
way and manner political supporters conducted themselves during the
waiting period before and after the counting, it was a clear
demonstration of maturity that needs to be sustained for the growth of
democracy.” He promised that the police will not be carried away by the
euphoria of success recorded during the parliamentary election,
pointing out that they are reassessing the whole exercise for better
improvement.

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Ruling party win majority of Benue National Assembly seats

Ruling party win majority of Benue National Assembly seats

The People’s
Democratic Party (PDP) has retained majority of the Benue seats in the
National Assembly, overall official results of the just concluded
election show.

According to the
results released by the Benue office of the Independent National
Commission (INEC), the PDP won two contested senate seats in the state
and also won six of the nine contested seats in the Federal House of
Representatives. The Action Congress of Nigeria (ACN) won the remaining
three Federal House of Representatives seats.

David Mark (PDP),
current senate president, was declared winner of the Benue South
senatorial district with 62.19 percent of the total votes cast while
Barnabas Gemade, also of the PDP, won the Benue North-East senatorial
district by 59.30 percent of the total votes cast.

Hassan Aalch (PDP)
won the Ado/Ogbadidgo/Okpoku federal constituency with 73.76 percent of
the total votes cast. The party also won the Agatu/Apa federal
constituency seat where Adamu Entono won with 64.9 percent of the total
votes cast.

Orker Jev Yisa of
the ACN won Buruku federal constituency with 68 percent on the total
votes cast. John Dyegh, also of the ACN won Gboko/Tarka federal
constituency with 72.48 percent of the total votes cast, and Aboho
Benjamin, ACN too, won Kwande/Ushongo federal constituency with 53.94
percent.

Emmanuel Lyambee
Jime (PDP) won Markudi/Guma with 51.26 percent of the votes cast. Okwu
Samson also of the PDP won Obi/Oju federal constituency with 54.42
percent while Ezekiel Adaji won Ohimini/Otukpo federal constituency
with a slim margin of 45.95 percent of votes cast.

Hembe Herman Iorwase, a serving Rep member, won Konshisha/Vandekya federal constituency with 61.86 percent.

ACN to protest

The leaders of the
ACN in the state say they are not satisfied with the results. Abba
Yarro, the state chairman of the party said the election was rigged and
that the party is considering petitioning INEC and going to court over
the results.

Before the
elections, the ACN had put up a formidable presence especially in the
northern part of the state and won three of the five contested House of
Representatives seats in the area. Elections were postponed in two
constituencies in that area.

Election into the
Benue North-West senatorial seat, considered the strongest hold of ACN
in the state, was also postponed till April 26, date of the
much-awaited governorship poll.

No jubilation

Despite the clear
victory of PDP in the elections across the state, wild jubilation was
only observed in the Otukpo residence of the senate president.
Markurdi, the state capital was quiet, as security officials paraded
the streets. However, three busloads of young men, supporters of the
ACN, on Monday protested carrying placards.

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PDP wins majority seats in Bauchi

PDP wins majority seats in Bauchi

The Independent
National Electoral Commission (INEC) in Bauchi State has released the
final result of Saturday’s National Assembly elections in the state.

Announcing the
results at the INEC headquarters in Bauchi on behalf of the Resident
Electoral Officer, Iliya Audu, the Administrative Officer, Aminu Bello,
said the ruling Peoples Democratic Party (PDP) won the two senatorial
seats where elections were held.

The result shows
that Bauchi State Deputy Governor, Babayo Gamawa of the PDP won the
Bauchi North Senatorial seat, while the Bauchi South senatorial seat
went to Abdul Ningi of the PDP who is an incumbent Member, House of
Representatives, representing Ningi/Warji Federal Constituency.

On the other hand,
PDP won eight out of the 12 House of Representatives seats in the
state. Mohammed Tukur Adamu (PDP) won the Alkaleri/Kirfi Constituency,
Dogara Yakubu (PDP) was returned as the representative for
Bogoro/Dass/Tafawa Balewa Constituency.

Abdulrazaq Nuhu,
the Chairman, Warji Local Government Area (PDP) won the Ningi/Warji
seat; Umar Abubakar Sade (PDP) won the Darazo/Ganjuwa seat.

Other results, as
announced by Iliya Audu, showed that Abubakar Ahmed (PDP) won the
Misau/Dambam seat, Muhammed Auwal Jatau (PDP) won the Seat of Zaki
constituency. Jama’are/Itas Gadau seat was won by Hassan Isa Mohammed
of the PDP.

The REC said that
Aliu Gebi (CPC) won the Bauchi constituency seat; Lawal Hanaya Tosu of
the CPC clinched the Toro Federal constituency seat, while Adamu Gurai
and Auwal Dahiru Saleh, all of the CPC won the Shira/Giade and Katagum
setas respectively.

Yuguda loses constituency

Meanwhile, the
state governor, Isa Yuguda has lost his constituency, Bauchi Federal
constituency to the Congress for Progressive Change, CPC.

Aliyu Ibrahim Gebi
of the CPC has been declared winner of the last Saturday House of
Representatives election in Bauchi Federal Constituency to represent
the area for the next four years in the lower chamber of the National
Assembly.

Mr Gebi defeated
one of governor Isa Yuguda’s loyalists, Garba Dahiru of the PDP, who is
a former commissioner of finance in the state.

Announcing the
result in Bauchi Local Government Independent National Electoral
Commission INEC office, the returning officer Isiyaku Mohammed said Mr
Gebi of the CPC scored 93,740, to defeat his closest opponent, Mr
Dahiru of the PDP who got 45,807 vote; while Hamidu Sa’idu Ghani of the
ACN scored 12,090, and Comrade Sabo Mohammed of ANPP had 1,0317 votes.

Speaking with news
men after the result was announced, Mr Gebi thanked eligible voters for
the confidence reposed on him and pledged to be fair to all.

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20 arrested in Bauchi for electoral offences

20 arrested in Bauchi for electoral offences

The Bauchi State
Police Command says it has arrested 20 persons for various electoral
offences across the state during last Saturday’s parliamentary
elections.

The state Police
Commissioner, Amanam John Abakasanga, disclosed this while parading the
suspects before newsmen at the command headquarters in Bauchi. He said
they were arrested for various offences ranging from ballot box
snatching to possession of dangerous weapons, impersonation, multiple
registrations, criminal conspiracy and thuggery, among others.

According to Mr
Abakasanga, “those arrested on 9th April are: Ibrahim Ya’u and Ya’u
Adamu of Toro Council of the state who were arrested at Jajuwa Polling
unit for multiple registrations and being in possession of dangerous
weapons; Abdulkarim Adamu Jumba, arrested at Federal Lowcost polling
unit for being in possession of offensive weapons; Murtala Dankirana of
Kobi Street in Bauchi Metropolis, who was arrested in Alkaleri Local
Government for being in possession of ballot box and ballot papers;
Saidu Magnid of Dambam, who was arrested in Dambam for ballot box
snatching.” Others include “Mohammed Maigari, a citizen of Niger
Republic, arrested in Azare for impersonation and for voting when not
qualified. Musa Adamu, Hassan Mohammadu, Haladu Mohammed, Ibrahim
Saidu, Hassan Alhaji Musa, Hussaini Makama, Mohammed; all of Darazo
Council arrested for criminal conspiracy, snatching of ballot box
containing electoral materials and being in possession of dangerous
weapons.” The CP further revealed that other suspects arrested prior to
the elections on 8th April were: Ahmed Bala Mohammed and Sale Adamu who
were arrested at Federal High Court premises for being in possession of
a pistol revolver and six rounds of live ammunition;

Shuaibu Hambe,
Sani Mohammed, Ibrahim Mohammed, Rabiu Musa and Suleiman Mohammed all
of Bauchi who were arrested yesterday at Unguwar Nupawa in Bauchi
metropolis for thuggery and mischief. He said they were arrested while
damaging vehicles.

The Police boss
said the suspects would soon be charged to court for prosecution. He
commended men and officers of the Police in the state for their conduct
during the polls on Saturday saying, “I have not received any case of
misconduct by any of my men.” He called on newsmen to assist the Police
in reporting cases of misconduct, underage voters, among other
irregularities.

Caught in the act

Some of the suspects who spoke to NEXT admitted to their offences.

Ahmed Mohammed, a
father of three who was arrested with a pistol at the Federal High
Court premises, where the CPC gubernatorial candidate is in court said:
“I am a youth leader of CPC in the state and I took the pistol to
protect myself from opponents who could attack me at any time.” He said
he bought the pistol for N40,000, and prayed that he be shown mercy.

The 37-year-old Nigerien, Mr Maigari said “I am a wheel-barrow
pusher and had been in Nigeria for over 20 years. I have never voted in
Nigeria and even in my country, I have also never voted. I thought that
by living in Nigeria for this long, I now have the right to vote.”

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Atiku commends voters’ participation

Atiku commends voters’ participation

Former Vice
President Atiku Abubakar has advised the Independent National Electoral
Commission to brace up for the upcoming presidential and gubernatorial
elections.

Mr Atiku, who
contested for the ticket of the Peoples Democratic Party, alongside
President Goodluck Jonathan, said the impressive outing of the National
Assembly elections is a call to the electoral commission and their
security agencies for better preparations during the presidential and
gubernatorial elections.

In a press
statement released by his media office, the former vice president
advised Nigerians, the electoral commission and security agencies to
guard against “complacency, which may play into the hands of enemies of
democracy. “The will of the people is superior to the ego of any
politician,” he said.

Mr Atiku advised
fellow politicians to abandon the culture of do-or-die politics which
he said is getting out of fashion. He noted that events of last
Saturday’s National Assembly elections have proved that a credible,
free and fair poll is only achievable in an atmosphere of non violence.

Advising Nigerians,
he said: “You must never succumb to the antics of scare mongering and
intimidation because your future and those of your children and
generations unborn is what is at stake.”

He expressed joy over the mass participation in the electoral
process and encouraged the voters to participate en masse in the
presidential and gubernatorial elections. He also commiserated with the
families of the victims of the Suleja and Maiduguri bomb blasts and
prayed for the recovery of all those currently receiving treatment.

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Iwu rejects results of Imo North

Iwu rejects results of Imo North

Comas Iwu, the
Action Congress of Nigeria (ACN) Senatorial candidate for Imo North
senatorial district has rejected the result of last Saturday’s
election, saying the exercise was marred by violence, rigging and
inducement of voters.

Mr Iwu, who is also
the immediate past Secretary of the Imo State Government told reporters
in his home town of Umukabia, Ehime Mbano, that the election was so
marred with irregularities that the materials used by INEC in the
botched April 2 election were openly sold in the market and used for
voting in the April 9 elections.

The ACN candidate
also said that in his home of Umukabia, PDP thugs snatched ballot boxes
which were later stuffed with already thumb printed ballot papers.

No elections

He said out of the
six local government areas that make up the Senatorial District, there
was no election in many wards in Obowo, Isiala Mbano and Ehime Mbano
council areas. According to Mr Iwu, agents of PDP were bribing
accredited voters with amounts ranging from N5,000 to N10,000 in the
full glare of security officials electoral commission workers without
any arrest being made. He also accused PDP thugs of firing gun shots to
scare away voters to create room for them to snatch ballot boxes.

Mr Iwu, however,
urged his supporters to remain calm, saying that such an injustice and
charade would not stand. “What happened in Okigwe zone was not an
election. Some of us are lucky to be alive because of the violence
unleashed on ACN supporters across the zone”, Mr Iwu lamented.

He called on INEC
to cancel the results of Imo North as no elections was held in majority
of the wards and because of the irregularities that characterised the
entire exercise.

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Omisore concedes defeat

Omisore concedes defeat

The Chairman of the
Senate Committee on Appropriation, Iyiola Omisore, has accepted the
verdict of the people of his constituency in the last Saturday election
where he lost his bid to return to the senate to Babajide Omoworare of
the Action Congress of Nigeria (ACN). The ACN won all seats for Osun
State in the National Assembly.

Speaking with
journalists yesterday, the senator, who represents Osun East in the
Upper chambers of the National Assembly, commended the turnout of the
people and peaceful conduct of the election, saying all point to a
hopeful future for the nation’s democracy.

Mr. Omisore, a member of the Peoples Democratic Party (PDP), is currently in his second term in the national legislature.

While
congratulating the winners, Mr. Omisore said the results of the
election confirms the readiness of President Goodluck Jonathan to give
the nation credible elections this time, and ensure that every eligible
Nigerian voter is not denied the right to choose their leaders and
representatives.

“I want to first
congratulate all the winners in last Saturday’s National Assembly
election. The peaceful conduct of the election was a clear signal that
our democracy has come to stay and that our politicians are improving.
Politics is a game of win and lose. If you win, you take it, if you
lost too, you should accept it in good faith. That is how we can
nurture our democracy into full maturity,” he enthused.

According to him,
the success of the first round of elections will prove to the world
that Nigerians are ready to allow democracy to thrive in their country,
adding “we cannot afford to fail because all eyes are on us. We need
credible and successful elections in this nation”.

He explained that
the result of the last election, especially in the Southwest, shows
that the ruling PDP was not as desperate as it had been portrayed in
the past by the oppositions, describing the party as one that ‘upholds
the tenets of democracy’.

The former deputy
governor of Osun State, advised the winning ACN members not to see
their victory as a ticket for self-serving mission, but a call to serve
the nation and opportunity to contribute their quota to the development
of their constituencies.

“The result of the
National Assembly elections should be regarded as the wish of the
electorate which we politicians must respect to safeguard the nation’s
growing democracy. In a true democracy, you don’t expect to be winning
every time. Even, life itself is about give and take,” he said.

He urged Nigerians
to be ready to participate fully in the remaining legs of this year’s
general elections, submitting that giving them priorities is the only
way to move the nation forward.

For this week’s
presidential election, Mr. Omisore said, “this is our country, all the
eligible voters must be ready to perform their civic duty by voting for
leaders of their choice”.

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