Nokia emerges top brand in East African region

Nokia, the world’s leading mobile phone handset maker has emerged the top Superbrand in the East African region.

Blue Band margarine was placed second while household detergent Omo came third. Soft drink Coca-cola and Colgate toothpaste came in fourth and fifth positions respectively.

Other brands that made the top 10 list are painkiller Panadol, Mercedes Benz from the automobile industry, cooking fat Kimbo and shoe manufacturer Bata.

In the top 10 category was the Daily Nation newspaper that was listed among the best 10 products in the region along with Keringet water and Toyota vehicles.

The newspaper is the only product from the media industry that finished among the best 10 brands.

According to a survey commissioned by Superbrands East Africa and co-ordinated by London’s The Centre for Brand Analysis (TCBA), Nokia has performed strongly with both marketing experts and consumers within East Africa who believe that it fulfils the requirements of a Superbrand.

The mobile phone company has outperformed global and local brands to reaffirm its strong position in the market against newcomers.

Chief executive officer of The Centre Brand Analysis and chairman of the UK Superbrands council Stephen Cheliotis said that perception of these brands has a direct impact on their success in the market place.

He said a high rating is not only pleasant to the respective brand owners but a symbol of their ability to grow their business through a name that consumers trust and demand.

“This survey is not just interesting and thought provoking, it is ultimately essential in understanding the potency of different brands. The perception of these brands has a direct impact on their success in the market place and therefore being rated highly in this survey is a symbol of their ability to grow,” said Mr Cheliotis.

He is an international brands expert hired by brands and agencies worldwide and also a leading commentator on branding issue.

The survey said Milo and Kimbo, which both made the top 10 list, are products that are able to compete with their multi-national counterparts.

Over 1,000 brands were considered in the research. However, only the top will be invited to join the local Superbrands programme, a sub-set of the prestigious global project that recognises brand strength and is viewed as the elite club for the world’s strongest brands.