BRAND AWARDS

MAZ marks the second phase of its 2023 Superbrand research process

By our News Team | 2023

The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.

The Marketers Association of Zimbabwe last week unveiled the 2023 Top 200 brands at a Breakfast Meeting to mark the second phase of the Superbrand research process. This seeks to identify top-performing brands in the local market.

The unveiling of the Top 200 brands is an annual event which culminates to the Superbrand Awards held at the end of the year.

A scene from a previous Superbrand Awards evening. Photo by MAZ via Facebook

In her welcome remarks, Lillian Mbayiwa, the President of MAZ, highlighted the importance of the awards.

“The Superbrand Awards are a key indicator of your brand’s standing in the market. After the awards are conducted, a detailed report is published with information that is increasingly being used by practitioners to gain insights on their brand performance, as well benchmark their performance by gauging how they are performing each year,” she explained.

“Through the inclusion of auditors, adjudicators and independent researchers, MAZ strives to ensure that the results are consumer-determined, with no influence from members.”

In her remarks, Superbrand Chairperson, Carol White, highlighted the notable growth of the money transfer sector in the country.

New money transfer brands in Top 200

“The market for local and international money transfer (‘remittances’) keeps growing considerably…it has been an advantage to the money transfer sector and we are delighted to have new brands competing in the Superbrand this year,” she said.

“I would like to emphasise that … the consumer is very much a determinant factor in the Superbrand research. It is the consumer who continues to be the backbone of the Superbrand process.”

According to White, the MAZ Research department, in conjunction with Expert Research Insights, will again conduct a rigorous research process.

After the unveiling ceremony, the Top 200 brands are taken back to Zimbabwe consumers for market research.

At the culmination of the consumer research process, the results are then presented to the adjudication committee for their final verification and endorsement. The adjudication panel will also make further analysis, taking into account brand achievements during the particular year.

The final results are then presented at the Annual Superbrand Awards ceremony, which is the most prestigious event of the year on the local marketing calendar.

You can see the 2023 Superbrand Top 200 here.

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