MAZ | Superbrand Process
Markerters Association of Zimbabwe - MAZ
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What is Superbrand?

A Superbrand is a brand that has established the finest reputation in its field, it offers customers significant emotional and/or tangible advantages over its competitors, which (consciously or sub-consciously) customers want and recognize.
The Superbrand Concept – The Superbrand is an international concept that has been adopted in Zimbabwe in 2009. This concept has been launched in over 80 countries including all key global markets. The Superbrand concept is meant to promote the discipline of branding in the country, as selected by consumers and industry experts.

The concept also aims to identify those brands that are performing above and beyond others within the market. It identifies and pays tribute to exceptional brands by recognizing, rewarding, and reinforcing leading brands, be they local or international brands.

On the consumer’s side, it aims at giving ordinary customers an insight into the significant brands that touch their lives.

In Zimbabwe the Superbrand concept was introduced by the Marketers Association of Zimbabwe in 2009.

The Process

Brand Selection

Brands are compiled from the previous year’s brands that would have been spontaneously mentioned by the consumer without being prompted. This list is revised to add new active brands and remove the non-active ones and ranked in order of mention.

Superbrand Official Launch

The top 100 brands as chosen by the consumers are unveiled during the launch in the second quarter of the year. The launch takes place after a verification is done by the both the Adjudication committee and the Auditors.

Data Gathering & Analysis

  • At this stage the top 100 brands are taken out for market research for further rating and ranking.
  • The consumer research is conducted by an internal consultant in consultation with an external researcher.
  • A nationally representative sample of 3000 consumers (aged 18 and above),covering all geographical areas of Zimbabwe is used.

The consumer research uses the following elements for ranking and rating brands:

  • Market dominance
  • Longevity
  • Goodwill
  • Customer loyalty and
  • Overall market acceptance.

Adjudication of results

After the consumer research is completed, results are presented to the adjudication committee for their final adoption. (Please note that in order to avoid proliferation of results before the actual awards, the adjudicators will not be advised of the positions but the general (information). This will be done a week before the awards ceremony.

The Superbrand Awards Ceremony

The awards ceremony is usually done on the first Friday of the week every December. This is where the final results are announced.

The Superbrand Report Publication

After the Awards ceremony, a report is published profiling the top one hundred brands (100) for that particular year.

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