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The East African : June 23rd 2014
2 Special advertising section The EastAfrican SUPERBRANDS JUNE 21 -27, 2014 Be exceptional, become a super brand Participating brands will enjoy extensive media coverage as a result of featuring in Superbrands’ publications A SPECIAL CORRESPONDENT exceptional b≥ands by ≥ecognising, ≥ewa≥ding and ≥einfo≥cing the leading ones f≥om all ove≥ the wo≥ld. Pa≥ticipating b≥ands will S enjoy extensive media cove≥age as a ≥esult of featu≥ing in Supe≥b≥ands’ publications. These pa≥ticipating b≥ands ≥ep≥esent the most powe≥ful in thei≥ field and we p≥omote them as examples of best p≥actice. Cove≥age includes ≥egula≥ exposu≥e on television, ≥adio, and the national and t≥ade p≥ess. A comp≥ehensive database of b≥oadcast and p≥int jou≥nalists ≥egula≥ly ≥eceive copies of Supe≥b≥ands. The publication se≥ves as an invaluable ≥efe≥ence sou≥ce fo≥ jou≥nalists w≥iting featu≥es about specific ma≥kets and b≥ands o≥ mo≥e gene≥al b≥anding, ma≥keting and business sto≥ies. B≥ands with the Supe≥b≥and upe≥b≥ands is the wo≥ld’s la≥gest independent a≥bite≥ of b≥anding. It identifies status a≥e entitled to use the Supe≥b≥ands awa≥d seal on thei≥ packaging and in thei≥ adve≥tising to show custome≥s that they have been ≥ecognised fo≥ thei≥ b≥anding excellence (in the same way many companies show thei≥ ISO acc≥editation). Only b≥ands that have qualified th≥ough a ≥obust ≥esea≥ch p≥ocess a≥e invited to pa≥ticipate in the high p≥ofile Supe≥b≥ands p≥og≥amme, which p≥omotes, celeb≥ates and champions the identified Supe≥b≥ands. Expe≥ts f≥om the ma≥keting and communication indust≥ies, and consume≥s a≥e asked to judge b≥ands against the following th≥ee c≥ite≥ia: Quality — Does the b≥and ≥ep≥esent quality p≥oducts and se≥vices? Reliability — Can the b≥and be t≥usted to delive≥ consistently against its p≥omises and maintain p≥oduct and se≥vice standa≥ds at all custome≥ touch points? Distinction — Is the b≥and not only well known in its secto≥ but suitably di≠e≥- criteria used EXPERTS FROM THE MARKETING AND COMMUNICATION INDUSTRIES, AND CONSUMERS ARE ASKED TO JUDGE BRANDS AGAINST THE FOLLOWING THREE CRITERIA: QUALITY, RELIABILITY AND DISTINCTION Arindam Chakrabarty, Airtel Uganda MD (2nd right), shakes hands with Uganda’s Vice-President Edward Ssekandi, as he waits to receive a Superbrand award from Uganda’s Finance Minister Maria Kiwanuka. On the right is Superbrands East Africa project director Jawad Jaffer. Picture by a correspondent entiated f≥om its competito≥s? Many of the wo≥ld’s lead- ing b≥ands choose to adve≥tise thei≥ Supe≥b≥and status, taking la≥ge adve≥tisements in majo≥ local publications to do so. A ce≥tificate is also p≥ovided fo≥ display. Supe≥b≥ands East Af≥ica ≥uns the Supe≥b≥ands UK awa≥d schemes and p≥omotional p≥og≥ammes, in the ≥egion. Supe≥b≥ands status st≥engthens a b≥and’s position, adds p≥estige and sets it apa≥t f≥om its competito≥s. Its awa≥ds scheme and p≥o- motional p≥og≥ammes have a b≥and focused publication at thei≥ co≥e. Supe≥b≥and status st≥engthens a b≥and’s position, adds p≥estige and sets the b≥and apa≥t f≥om its competito≥s. In South Af≥ica, England, Dubai, India, USA, and othe≥ count≥ies whe≥eby Supe≥b≥ands is ope≥ational it has been obse≥ved that many majo≥ b≥ands a≥e now utilising the seal in thei≥ ma≥keting and PR activities, and we expect to see this usage in Kenya, Uganda and Tanzania th≥ough Supe≥b≥ands East Af≥ica. The website is a valuable ≥esou≥ce and insight into the wo≥d of b≥anding. Jou≥nalists, ≥esea≥che≥s and all those inte≥ested in b≥anding visit the site ≥egula≥ly on www.supe≥b≥ands.com. Estimating the size of the ma≥ket is howeve≥ complicated by the fact that ma≥keting cove≥s so many disciplines. Key secto≥s include adve≥tis- ing, design, public ≥elations, media planning and buying and ma≥ket ≥esea≥ch all of which play a significant ≥ole in building b≥and image and value. Each secto≥ has its own national set of indust≥y bodies, agencies and t≥ade media. The global ma≥keting spend a decade ago was estimated at $1,2 billion ac≥oss all majo≥ disciplines. The Supe≥b≥ands o≥gani- sation is the only inte≥national independent autho≥ity and a≥bite≥ on b≥anding. As a body focused on identifying and p≥aising exceptional b≥ands, Supe≥b≥ands does not o≠e≥ consultancy se≥vices and the≥efo≥e does not compete with any agencies o≥ bodies within the global ma≥keting secto≥. In fact it wo≥ks with the majo≥ity of them. Supe≥b≥ands analyses b≥and pe≥fo≥mance ac≥oss all majo≥ geog≥aphical ma≥kets in o≥de≥ to identify and awa≥d those b≥ands pe≥fo≥ming above and beyond competito≥s with its independent and highly ≥ega≥ded Supe≥b≥and status. In some count≥ies, including Spain and Italy the status is ≥efe≥≥ed to as Topb≥ands. B≥ands qualifying as a Su- pe≥b≥and in any count≥y a≥e automatically invited to become membe≥s of an inte≥national netwo≥k and take pa≥t in a p≥omotional campaign a≥ound that count≥y’s p≥og≥amme. At p≥esent the o≥ganisation wo≥ks with ove≥ 2,400 b≥ands ac≥oss the globe f≥om a dive≥se ≥ange of secto≥s. Easy Coach bags coveted status BY EVANS ONGWAE Special Correspondent EASY COACH Ltd boasts of ove≥ 110 mode≥n style buses and ove≥ 850 wo≥ke≥s. The aim was to int≥oduce discipline, ≥eliability and p≥edictability to a public t≥anspo≥t secto≥ that had become chaotic. The company boasts of mode≥n, state-of-the-a≥t buses that can pass as a “home on the ≥oad,” manned by a pool of expe≥ienced custome≥ ca≥e sta≠, mechanics, d≥ive≥s, ticketing agents, fleet management, secu≥ity and ICT expe≥ts. Product Portfolio What sta≥ted o≠ as a Nai- ≥obi- Kakamega-Kisumu ≥oute has today g≥own in p≥oduct dive≥sity and geog≥aphical cove≥age, sp≥eading its footp≥int ac≥oss East Af≥ica. Technology Easy coach has cut an edge Easy Coach representatives receiving the award. Picture: File in ensu≥ing convenience fo≥ its custome≥s with its Ksh7 million IT system b≥anded e-easy one. Additionally, the company’s 29 –b≥anch national netwo≥k located in all majo≥ towns, sto≥es and supe≥ma≥kets means custome≥s can book thei≥ t≥ips conveniently. The Supe≥b≥ands awa≥d g≥eatly enhances the fi≥m’s co≥po≥ate image and confi≥ms its uncomp≥omised se≥vice. Appreciation The management thanks the fi≥m’s custome≥s fo≥ continued suppo≥t and its sta≠ as they have been inst≥umental in attaining this coveted achievement. Management challenges sta≠ to imp≥ove on thei≥ e≠o≥t so as to sustain high standa≥ds of custome≥ se≥vice. Finally we a≥e delighted to info≥m ou≥ custome≥s that we a≥e now fully compliant fo≥ day and night T≥avel.
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