Sundaymail Editor
Sunday Mail Reporter
THE Sunday Mail, Zimpapers’ weekly publication, together with its two sister brands, The Herald and Star FM, have made it on to the list of the Top 200 Superbrands in Zimbabwe after an adjudication conducted by the Marketers Association of Zimbabwe (MAZ) for the year 2022.
This was announced at a MAZ breakfast meeting held in Harare on Friday.
The shortlisting of the top 200 brands was done through a nationwide research and is based on top-of-mind brand awareness that is measured by the number of spontaneous mentions each brand receives from the consumers during the Superbrand research.
After the brand selection phase, the top 200 selected brands are then unveiled at the Superbrand Business Breakfast Meeting.
Before the unveiling, the adjudication committee has the chance to verify the shortlisting process and endorse top brands of the year.
After the unveiling ceremony, the 200 brands are taken back to the consumers for market research.
In his remarks at the breakfast meeting, Superbrands adjudication chairperson Mr Arzan Khan said the Superbrand concept is an international model that was adopted in Zimbabwe by MAZ in 2009.
“The concept aims to reward and recognise brands that are performing above and beyond others within the market. By definition, a ‘Superbrand’ is a brand that has established the finest reputation in its field, offers customers significant emotional and/or tangible advantages over its competitors, which (consciously or subconsciously) customers recognise,” he said.
“Our task was to oversee the Superbrand research process, which includes moderation of the research questionnaire, field research oversight and verification and endorsement of the results in an independent and transparent manner.”
He said the consumer is the backbone of the Superbrand process.
Online Reporter