The Marketers Association of Zimbabwe on May 16 2019, hosted the Breakfast meeting for the launch of the 2019 Top 200 Superbrands. The unveiling of the Top200 brands at the Rainbow Towers at a glamourous event graced by Marketing executives and Government officials.The Superbrand is a concept that seeks to recognise and reward the best brands in the country with the finest reputation within a specified period of time.
Guest speaker at the event Cocacola Company , Eastern Central Africa Marketing Programs Manager Ms Vee Chibanda spoke on the importance on leveraging on brand sponsorship. She said for corporates to make it in the turbulent economic environment, they have to leverage on brand sponsorship although it may not yield instant results.
Chairperson of the adjudication committee Dr Eve Gadzikwa said a number of determinants would make a company conquer chief among them, the customers.
“We urge brands to continue reinventing themselves, and satisfying their customers. I would like to emphasise that from the very beginning the consumers are very much a determinant factor in this research. It is the consumer who continues to be the backbone of the process,” said Dr Gadzikwa. Senior principal director in the Department of Public Affairs and Knowledge Management in the Office of the President and Cabinet, Ambassador Mary Mubi who also attended the launch urged local companies to invest in digital marketing. We should develop our digital marketing, such that at the click of the button global citizens can find Zimbabwean companies, as marketers it is our responsibility that we up our game, in terms of projecting what the country has to offer.
“Recently our tourism sector went to Dubai to showcase products and I recount our digital presence is what we should invest in, in terms of competitiveness,” said Ambassador Mubi. Ambassador Mubi also took the opportunity to market the Dubai 2020 Expo where she encouraged local companies to take part. The unveiling of the Top 200 brands marks the second phase of the Superbrand process. It offers customers and other stakeholders’ significant emotional and tangible benefits over its competitors consciously and subconsciously. As a result corporates and the community at large realise real economic value from this noble concept. The first phase of the Superbrand process is the shortlisting of brands. This is a nationwide research done through top of mind awareness survey. The research is coordinated by an independent research company (baseline research) and this process is audited by independent auditors.
In the second phase, the short listed brands from the top of mind awareness survey are unveiled to all stakeholders. A research fee will then be required from all brand custodians for the provision of specific sectorial reports. The third phase is the field research. A sample size of 3000 is used for this nationwide wide research from ages 18years – 65years and this is the biggest Superbrand research sample size in Africa.
The sample size is split between Business to Business (B2B) and Business to Consumer (B2C) and the samples for each are based on brand representation in the top of mind awareness survey. The fourth phase is the analysis of data and provision of results thereafter the Awards Ceremony will be held. During the awards the Superbrands and sectorial winners are unveiled, however sectorial winners are not Superbrands; they are merely top sectorial brands in their specific sectors. Only the Top Superbrands that would have participated in the research are entitled to freely use the seal.