16 January 2013

Zimbabwe: Superbrand Competition Being Revamped

ACTING on concerns from several companies and individuals, the Marketers Association of Zimbabwe (MAZ) is planning to revamp its annual Superbrand awards, The Financial Gazette's Companies & Markets can reveal.

Zimbabwe's Superbrand awards have gained prominence over the years although they have faced criticism from critics mainly due to the selection criteria used to pick winning brands. One of the bone of contention has been a requirement for companies and institutions to pay a fee to participate in the competitions, a situation that has led to the exclusion of other brands.

Although MAZ executive secretary, Gillian Rusike, refused to divulge details of the planned changes, he however confirmed that the 2013 survey, which is expected to start around March and end in November, would be vastly different from the previous years.

"There are new developments that we are working on," said Rusike, adding: "As you develop a concept, it's a process. You cannot wake up Mr Perfect, it's a process. So this year it's going to be something very different from all the other three years that we have been running the Superbrand competition."

"Now we have learnt. We have received a lot of feedback, some good and some bad comments, which have pushed us to rethink the process and we are going to unveil the process in a few months to come."

For the past three years the Superbrand survey has been modeled to provide an indication of marketing and advertising success, brand popularity, growth, decline and consumer trust. The survey has also aimed to indirectly provide business investors and the public with a brand health measurement as well as identify important and leading brands in the market by category and, in general, which brands stand out in the minds of consumers.

A total of 137 brands participated in last year's Superbrand survey. Overall brand rankings were achieved through describing the Superbrand concept to the respondents and then asking them to spontaneously give the brands that they thought were fit to be called superbrands basing on their experiences.

The overall standings for the brands was calculated based on weighted scores depending on overall brand performance within its category.

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