Influential Superbrands list reveals the strongest consumer brands in Kenya for 2012
Safaricom, one of the leading integrated communication companies in Africa, was this year named Kenya’s leading Superbrand following a detailed research process overseen by London based The Centre for Brand Analysis (TCBA).
The research incorporated the views of both an expert council and over 600 consumers, the latter surveyed in Kenya by TNS Research International, and sought to identify the nation’s strongest brands.
According to the study a Superbrand is a brand that represents high quality, reliability and distinction. In addition Superbrands are deemed to have established the finest reputation in their field, they offer customers significant emotional and/or tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognize.
Safaricom, which was previously placed 46th in a pan-East African study by TCBA for Superbrands, beat newspaper The Daily Nation, which was placed second. Two other media brands reached the top ten, in the form of Citizen TV in fifth position and Citizen Radio in tenth.
In third position in the survey was Kenya Airways, followed by global brand icon Coca-Cola in forth. Nokia, which had topped the previous pan East African study failed to make the top 20, in the latest research. The internationally struggling handset manufacturer was down in 37th in the new Kenyan study.
The official top 20 Consumer Superbrands for 2012 are:
- SAFARICOM
- THE DAILY NATION
- KENYA AIRWAYS
- COCA-COLA
- CITIZEN TV
- M-PESA
- EQUITY BANK
- CROWN PAINTS
- COLGATE
- CITIZEN RADIO
- NAKUMATT
- SAFARICOM MARATHON
- THE KENYA RED CROSS SOCIETY
- TOYOTA KENYA
- VASELINE
- VITAFOAM MATTRESSES
- OMO
- KASUKU
- DETTOL
- SERENA LODGES AND HOTELS
Stephen Cheliotis, Chairman of The Centre for Brand Analysis said: “In difficult global economic times a strong brand provides businesses with a powerful advantage over rivals. As such all the brands rated highly by both the experts and consumer we surveyed should be delighted that their reputation might provide them with a vital foundation in which to outperform the market. Safaricom in particular should be delighted that among the large number of brands we researched they came out on top. This is testament to their hard work in building consumer trust”.
Cheliotis went on to add “it is notable and pleasing that although many international brands, such as Coca-Cola, have performed well in the study that the top end of the rankings are not dominated just by multinational brands”.
The leading brands will be showcased in the next edition of the Superbrands East Africa publication.
www.superbrandseastafrica.com
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