Local brands outshine multinationals in survey

Home-grown companies Safaricom, Nakumatt and Equity bank are among seven companies that dominated the top 20 UK’s Superbrands list of Kenya’s strongest consumer brands 2012 as voted by Kenyans. The survey conducted by London based The Centre for Brand Analysis and research firm TNS RMS, sought to identify country’s strongest brands.

“In difficult global economic times a strong brand provides businesses with a powerful advantage over rivals,” said Stephen Cheliotis, Chairman of The Centre for Brand Analysis. “Safaricom in particular should be delighted that among the large number of brands we researched they came out on top”.

The research incorporated the views of both expert council and over 600 consumers. Among the local brands making the list, were M-Pesa, Coca-Cola and Kenya Red Cross. “It is notable that although many international brands, such as Coca-Cola, have performed well in the study the top end of the rankings are not dominated by multinational brands”. Cheliotis said.

The companies were cited for offering customers significant emotional or tangible advantages over other brands. The Superbrands survey judgement criteria includes quality assessment and how reliable it is, including whether the brand can be trusted to deliver consistently on promises and maintain product and service standards to all its customers. The criteria also evaluates how well the brand is known and accepted its against its competitors.