adminorganisations and compete on the international market.
Addressing delegates at the just ended Marketers Association of Zimbabwe convention in Victoria Falls, MAZ president, Mr Godfrey Dube said organisations should create brands that not only compete internationally, but also provide solutions to problems.
“Branding is not about getting your target market to choose you over your competitors, but it is about getting your customer to see you as the ideal solution to a problem.
“Organisations should therefore opt for strong brands that generate superior returns and protect businesses from risk since a brand is a name or trademark connected with a product, service or people,” he said.
Mr Dube urged marketers to promote branding excellence and further professionalism in order to ensure that marketing is learnt, recognised and implemented to the highest levels for business growth of the economy at large.
The MAZ president added that in line with the organisation’s mandate of promoting marketing excellence and furthering professionalism in the economy, a comprehensive research for this year’s Superbrand Concept was already being conducted.
Mr Dube said in addition to the team of adjudicators, comprising of very prominent marketers that were conducting the research, external auditors to verify the results had also been engaged.
“The Superbrand concept seeks to recognise and promote marketing excellence and professionalism by awarding and recognising top brands in Zimbabwe.
“Research is currently being conducted and we have already engaged external auditors to verify the results, in addition to the adjudication team,” he said.
Mr Dube said this year there were over 146 participating brands compared to last year’s 86.
MAZ launched the Super-brand Concept last year.
It is an initiative that seeks to recognise and promote marketing excellence by awarding and recognising top brands in various sectors in the country.
Assessment will be based a broad criteria including the ability to maximise customer value and loyalty, market share and acceptance, profitability and sustainability as well as demonstrated beneficial community
involvement.
Last year, The Herald emerged as the best newspaper brand in Zimbabwe.
The daily scooped the print media sectoral award for 2010 at the Superbrand of the Year Awards ceremony held in Harare.
But it was Econet Wireless that ruled the roost when it won the National Superbrand Award of the Year followed by Coca-Cola and Spar in second and third place respectively.
Delta Corporation also did well as it saw its beverages named the favoured brands, among them Castle Lager, Chibuku and Lion Lager.
“Entities that will make it into the top bracket will be chosen from commerce and industry as well as the services sector, which includes finance and insurance, agriculture, food and beverages, motor industry, consultancy, retailing, manufacturing and processing, information communication technology, media and communication, among others,” said Mr Dube.
The Brand of the Year 2011 process will be capped by an event to honour the Top Brands on December 8, at the Rainbow Towers.
Online Reporter