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The East African : June 23rd 2014
4 Special advertising section The EastAfrican SUPERBRANDS JUNE 21 -27, 2014 Superbrands holds the ‘Oscars for branding’ Kenya’s home-grown companies stood out this year O n June 20 Supe≥b≥ands ≥ecognised 86 b≥ands ac≥oss the East Af≥ican ≥egion at the Supe≥b≥ands T≥ibute Event 2014 in Kampala. Kenya’s home-g≥own compa- nies dominated the East Af≥ican’s Supe≥b≥ands list. The companies we≥e selected following a su≥vey conducted by London based Cent≥e fo≥ B≥and Analysis (TCBA) and Af≥ica’s ≥esea≥ch fi≥m TNS RMS, sought to identify nation’s st≥ongest b≥and in the ≥egion. MTN, one of the leading in- teg≥ated communication companies in Af≥ica, was named Uganda’s leading Supe≥b≥and following a detailed ≥esea≥ch p≥ocess ove≥seen by London based The Cent≥e fo≥ B≥and Analysis (TCBA). Othe≥ leading supe≥b≥ands in Uganda include C≥own Beve≥ages, the most ≥eputable bottle≥ of natu≥al mine≥al wate≥ in East Af≥ica that has established itself as the face and name of the ≥egional mine≥al wate≥ ma≥ket The book The Superbrands volumes are set to become the local marketing community’s premier source of information on how great brands become Superbrands. Uganda’s Vice-President Edward Ssekandi (left) confers with Roofings Uganda Ltd’s Sikander Lalani during the Superbrands East Africa awards event. Photo by Morgan Mbabazi th≥ough pa≥allel b≥ands that lead in di≠e≥ent segments of the consume≥ ma≥ket. In Tanzania, ITV, one of the leading television b≥oadcasting companies in Af≥ica, was named Tanzania’s leading Supe≥b≥and following a detailed ≥esea≥ch p≥ocess ove≥seen by London based The Cent≥e fo≥ B≥and Analysis (TCBA). ITV, which has p≥eviously not featu≥ed in the pan-East Af≥ican study by TCBA fo≥ Supe≥b≥ands, Beat ≥adio station, Clouds FM which was placed second. Othe≥ leading b≥ands include Met’l – Mohammed Ente≥p≥ises, the la≥gest and most mode≥n textile company in East and Cent≥al Af≥ica that uses stateof-the a≥t machine≥y and is equipped to handle a va≥iety of ≥aw mate≥ials, including cotton and polyeste≥; Tanzania’s National Mic≥ofinance Bank (NM); Multi cables, the manufactu≥e≥ and dist≥ibuto≥s fo≥ all types of cables including Indust≥ial Comme≥cial & Residential use In Kenya the leading b≥ands include Unga g≥oup a flou≥ mill- ing company that manufactu≥es Exe & Jogoo B≥ands; Newline Fu≥nitu≥e that o≠e≥s p≥ofessional fu≥nitu≥e design and fu≥nitu≥e ≥esto≥ation; Easy Coach a passenge≥ t≥anspo≥t and cou≥ie≥ se≥vice p≥ovide≥ and Daawat Rice. Acco≥ding to both studies a Supe≥b≥and is a b≥and that ≥ep≥esents high quality, ≥eliability and distinction. In addition Supe≥b≥ands a≥e deemed to have established the finest ≥eputation in thei≥ field, they o≠e≥ custome≥s significant emotional and/o≥ The Superbrands East Africa books will open with expert comments from each of the Superbrands Council members on “What makes a Superbrand?” and will then explore the history, development and achievements of the strongest brands in the region. tangible advantages ove≥ othe≥ b≥ands, which (consciously o≥ sub-consciously) custome≥s want and ≥ecognise. Stephen Cheliotis, Chai≥man of The Cent≥e fo≥ B≥and Analysis said: “In di∞cult global economic times a st≥ong b≥and p≥ovides businesses with a powe≥ful advantage ove≥ ≥ivals. As such all the b≥ands ≥ated highly by both the expe≥ts and consume≥s we su≥veyed should be delighted that thei≥ ≥eputation might p≥ovide them with a vital foundation in which to outpe≥fo≥m the ma≥ket. “It is notable and pleasing that although many inte≥national b≥andshave pe≥fo≥med well in the study that the top end of the ≥ankings a≥e not dominated just by multinational b≥ands,” said M≥ Cheliotis. The next Supe≥b≥ands book to be published by Supe≥b≥and East Af≥ica will give each b≥and two page p≥esentation as pa≥t of the package. The book is of a high quality la≥ge fo≥mat co≠ee table style publication and each b≥and ≥eceives 50 copies fo≥ thei≥ own use. B≥ands may also decide to take a custom cove≥ and ext≥a copies of the book so that it can be used fo≥ inte≥nal p≥omotion o≥ as a co≥po≥ate giveaway to clients, supplie≥s, sha≥eholde≥s and sta≠. The culmination of the p≥oject is a t≥ibute event which has been desc≥ibed in the p≥ess as “the Osca≥s fo≥ b≥anding”. This event att≥acts a g≥eat deal of media attention and ≥ep≥esentatives of each b≥and a≥e p≥esented with thei≥ Supe≥b≥ands t≥ibutes in the p≥esence of senio≥ figu≥es f≥om the indust≥y and thei≥ pee≥s. The event is a p≥emie≥ ma≥- keting occasion, attended by the media, senio≥ executives and b≥and gua≥dians.
June 16th 2014
June 30th 2014