East African companies have been urged to become more innovative in order to secure international markets for their products and services and in the quest for competitiveness.

Mr David Nalo, the permanent secretary of the East African Community, called upon manufacturers and service providers in Uganda, Kenya, Tanzania, Rwanda, and Burundi, to strive to achieve the super-brand status which strengthens global brands.

He was a speaking at the unveiling ceremony of Superbrands East Africa Volume One, the region's first publication in recognition of unmatched top company brands, at the Nairobi Serena Hotel on August 14. The 104-page book with articles about the region's top brands, was published by London based Superbrands, the world's largest independent judge of global branding.

He said as the East African region walks the path of integration, harmonisation of standards will become inevitable; adding that branding will become an integral part of East Africa as a vibrant and growing economy that requires additional investment.

"The East African community therefore encourages innovation in branding as this is critical in the ever competitive markets where product differentiation is key determinant in positioning super brands, ahead of none branded products."

Mr Jawad Jaffer, the project director and associate publisher described a Superbrand as a product that has excelled beyond its function and has found its way into the consumers' heart and doesn't leave any sooner.

Commenting on the book, Mr Nalo said: "Consumer demands, Superbrand will help stabilise our branded products and enable them to weather the storms occasionally presented by market dynamics."

He added in Kenya, like in the other partnership states, to become competitive will be a major challenge. He said it is important that brands across the region, embrace the principle of becoming globally competitive, as this is one of the ways of encouraging competition and attracting more investments, in the region.

"I encourage brands in the region, to participate in this project as a way for promoting competition and marketing strategies. This will only happen when companies deliberately, invest in supply chain systems that guarantee stress ability and by fully adopting internationally accepted and recognised systems," he said.

Superbrands, was commended for publishing the book, because it will become a resource centre, for East Africans to learn about branding as an art and practice in business, according to Mr Nalo. "The book is no doubt a marketing tool for the region as an ideal investment destination for domestic and foreign investors," Nalo remarked.

Ugandan brands which have already embraced this initiative and stand to benefit from the books circulation include: MTN Uganda, Kinyara Sugar, Uganda Waragi, The New Vision, Nomi, Bell Lager, and Splash. These brands were unveiled and awarded the Superbrand status, during the function.

Superbrand East Africa is expected to be sold and marketed in more than 82 countries worldwide, where most East African brands have not been recognised before.