Top 200 brands for 2018 unveiled
ON FRIDAY, 18 May, the top 200 brands were unveiled at a Superbrand breakfast meeting held at Crowne Plaza.
These brands were derived from the first phase of the Superbrand where there is short-listing of brands, which is done through a nationwide research by an independent research company.
The guest speaker for the event was Antonio Diogo’s, the Regional Sales Manager for Southern Africa and Portuguese Markets, who provided in-depth insight as well as actionable and practical tools to build innovative brands.
Superbrand is an international concept that has been adopted in Zimbabwe since 2009.
It seeks to recognise and reward the best brands in the country, with the finest reputation within a specified period of time.
It aims to identify brands that are performing above and beyond others within the market. As a result, corporates and the community at large realise real economic value from this noble concept.
A Superbrand offers customers and other stakeholders’ significant emotional and tangible benefits over its competitors, consciously and subconsciously.
For a brand to be deemed a Superbrand it requires the consistent management of the company’s values, beliefs and product quality — not just at the head office or factory but wherever a brand touches the consumer.
The reputation and credibility of the Superbrand awards lies in its process. Brands undergo a thorough recruitment process by the consumers, followed by consumer rating (through a consumer research) and then an evaluation by the adjudication team.
Only those brands with the highest scores from the consumer research are granted the Superbrand title. The process is audited by a reputable auditing firm, Grant Thornton.
There are also adjudicators that oversee the process and these adjudicators are taken from various industry sectors, namely academia, consumer bodies and professional associations.