The Superbrands East Africa Council of Experts seems to be highly skewed in favor of Kenya – why is this the case?
Looking at the entire Experts Council for Volume II, it is not only Maggie Kigozi of Uganda Investment Authority who was involved but it also included Esther Mwihaki, the MD of Lowe Scanad at Nakasero in Kampala and Kirago Lukwabo of QG Saatchi $ Saatchi on Bukoto Street, Kampala. The survey does not touch Central Africa. It is limited to the East African region including Kenya, Uganda, Tanzania, Rwanda and Burundi.
What are the key pointers of a Super brand? How do they compare with other branding companies/institutions or recognition labels such as the KBS?
The Superbrands study is unusual in that it measures emotional and intellectual response to brand value rather than practical product attributes. Superbrands are top of mind; generate an appropriate emotional response; and their roles in our daily lives are clearly understood.
What is the process involved in selection of a Superbrand?
From a database of close to 2,000 East African brands which were identified from sector reports and blogs among other sources, a Council of Experts that comprises renowned actors in marketing, advertising and branding firms from both the public and private sectors were brought together to score on the brands on a rating of between 1 and 10. The brand gurus were however, restricted from scoring or rating brands in which they have an interest. Further to the experts rating, upto 65 percent of the brands were eliminated and an average 2,500 consumers across the region were asked to vote on the surviving brands with a view to ascertaining their top-of-mind awareness about the brands and in particular, which of the surviving brands they considered superior to others. This led to the development of the final list of 361 brands which were then invited to join the wider programme.
How do you combine feedback from consumers and expert opinion to come to a final decision?
By getting views from consumers and from the Council of Experts, we are able to get two opposing views that we combine to yield the overall perception of the brand. We are therefore able to get the extra-ordinary (brands) out of the ordinary.
What is branding and how is it important for a company to invest in or even want to become a Superbrand?
Although a brand is intangible, it is one of the most valuable assets a company owns. Many people confuse branding with public relations (PR) activities or advertising. Branding has much more to it than just creating awareness about the product- it is only until the consumers start using the products or services that they get the brand experience.
What was the sample size that you picked for this survey and why?
Our survey was a quantitative, face to face, in-house analysis of respondents aged aged 18 to 45 in Kampala, Dar es Salaam, Arusha, Nairobi and Mombasa. The scores from both council members and the consumers were then combined and presented to the public. TNS RMS helped identify over 2000 brands from over 30 industrial sectors and then handed them over to a council of expert marketers to judge. The list was then refined after judges scored and ordered the brands that they were familiar with. Brands not scored were expelled from the process. About 550 of the top scored brands were then presented to 2,500 consumers.
Can I sponsor the study?
No. It is not possible to influence the assessment of a brand to achieve Superbrand status by sponsoring the study or otherwise.
As a Participating Superbrand, are we allowed access to the details of the study?
Yes, you are.
Is there a fee involved, for us as a Participating Superbrand, to obtain access to the study?
No, there is not as it is part of the Participating Superbrand.
Is there a fee for using the Superbrands Seal?
Superbrands who participate in the wider programme are entitled to use the Superbrand Seals which is valid for the period stated on the seal itself.
How may we as appointed company or organization exploit the Superbrands program?
As a Superbrand you have a unique opportunity to exploit the benefits with all that implies the Superbrand status. In addition to using the Superbrands Seal in external and internal communications and take part of the study, you have the opportunity to have your brand appear in the Superbrand Publication. The Superbrands book tells the brand story in case study form by Superbrands. We also present the individual or individuals who are responsible for the brand (Brand Guardians) in the book. Also, participating Brands do get information of the indepth research results which are conducted involving both the Council and Consumers.
What is involved in the Superbrand status?
Each national market where Superbrands is represented conducts a study . The study is a combination of a quantitative and a qualitative approach. The quantitative study is conducted by a marketing research agency (in Kenya by TNS RMS) and an independent Brand Council (selected experts from a choice of leading companies). Over 60 brands that obtain the highest ranking in the study achieve Superbrand status in that national market and during the period of validity.
What is the Superbrands Awards?
The Superbrands Awards is the ceremony where Superbrands reveal which brands were ranked the country´s strongest and also where the Superbrands Yearbook is officially launched. The ceremony is attended by representatives of the strongest brands, marketing and advertising people, business schools and colleges, the press and others that have an active interest in branding issues.
In how many countries is Superbrands represented?
Today, in over 88 countries and the number is steadily growing.
How long has Superbrands existed?
Superbrands was founded in 1994, and has been established in Kenya since 2006.
