On the 31st of May, MAZ hosted the Superbrand Business Breakfast which was an event hosted to unveil the Top 200 brands, which marks the second phase in the Superbrand Process. The event was held at Crowne Plaza and commenced at 730am. Over 200 marketers an industry professionals converged keen to see whether their brands had made it. The guest speaker at the event was Mrs Angeline Vere, CEO of Telecel who spoke on the topic, “Brands and the challenge of consistency”.
The theme came about after realising that there is a lot of inconsistency with regards to delivering the brand promise. Often times what is portrayed does not mirror what is actually on the ground. For marketers today it is vital that your brand is synonymous with your product experience. Your brand has to exceed the functional aspects and touch on the emotions of the consumer, because a purchase is increasingly becoming an emotional decision rather than a practical one.
When a brand is consistent it helps manage perceptions. By thinking carefully and deliberately about your brand you can shape how people perceive your organization. Consistency conveys your outlook and attitude. A focused effort to establish and maintain consistent branding will deliver a very specific set of impression and it eliminates brand confusion.
These top 200 brands are then taken back to the consumer for rating and ranking and a survey is conducted among Zimbabwean adults aged between 18 – 65 years. A nationally representative sample of 3000 consumers is selected, covering all geographical areas of Zimbabwe (both rural and urban, irrespective of gender, employment, status and income.
A stratified random sampling technique is used to ensure that everyone has an equal opportunity of being selected. Quantitative research techniques and face to face interviews are used with selected respondents. The sample of respondents is split into two groups – 1500 business to business sample and 1500 business to consumer sample.
Consumers are asked to rate the brands based on the following characteristics which are used include :
Thereafter the data is analysed and reliability analysis is conducted, to ensure that the data collected is reliable. These results are then verified by the adjudication panel and then the top business to business, business to consumer as well as sectorial winners are announced at the glamorous Superbrand Awards in December. Thereafter a Superbrand report profiling the winners is published. This marks the end of the process.
A research fee is required from all the brands that participate in order that they are provided with specific sectorial reports. Not paying the research does not mean brands will not be mentioned, should they be in the top 10 or top 200. The information gathered in the research is a measure of brand equity, as such it is vital to guide organisations in the formulation of strategy. Paying the research fee will give you access to a comprehensive report of your brand’s performance. Paying this research fee give you access to use the Superbrand Seal and get discounts from specific service providers.