MICHAEL OKWIRI, Director – Corporate Communications and Public relations, Celtel Kenya
A brand is something that you may recognize on a day to day basis. A SuperBrand is a product or service that integrates itself into your thoughts and that you would actively want to make a part of your life. It may or may not be relevant to your particular lifestyle, to be honest, but if it you do come into contact with it, you will choose it above the available alternatives.
There are several brands that I interact with on a day to day basis and there are some that I have learnt to trust. Some I can afford to pay the price and partake of the experience and others that I just read about in magazines or just look at in shop windows.
A SuperBrand could either be affordable or beyond my reach but it is one of those things that I have learnt to recognize and trust above the thousands of products that we run into everyday.