Brands that pull in the cash and glory - Daily Nation

Brands that pull in the cash and glory

Thursday July 24 2014

Some of the brands Kenyans view as the absolute highest quality producers.

Some of the brands Kenyans view as the absolute highest quality producers. NATION MEDIA GROUP

By NGARE KARIUKI
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Kenyans would rather call using the Safaricom network, bank at Equity and watch an Arsenal or Gor Mahia match, a new research on top brands has revealed.

The QUdal meDAL (Qudal) study showed that if money was not an issue, Kenyans would wear Rolex watches and listen to music from Jaguar, Sauti Soul and Beyonce.

Researchers from International Certification Association GmbH (Icertias) interviewed 1,200 Kenyans aged 15 and above to find out what products and services they would go for if money were not a factor and quality was the only criterion.

At the local level, Safaricom was named the top overall brand and Jaguar was at the top of the list of the best performer.

Sauti Sol scooped the award for the best local music group.

HIGHEST QUALITY

David Rudisha topped the best sportsman/sportswoman, while Gor Mahia football club led in the category of best Kenyan club, regardless of which sport.

Kenyans interviewed in the Qudal research nominated the following as the absolute highest quality producers: Brookside (Category: Milk); Nescafé (Instant Coffee); Delmonte (Fruit Juice); Keringet (Still Mineral Water); Fair and Lovely (Category: Facial Cream); Rolex (Wristwatch); Nike (Sports Footwear); Equity (Bank); Britam (Insurance), and Visa (Credit Card).

Qudal research focuses solely on experiences and opinions of consumers with a given product or service and does not consider the market share, sales or the brand power of a given product.

The accolade aims to create a culture in which manufacturer and service providers strive to deliver quality in response to the consumer’s voice.

The Qudal project seeks to draw the public’s attention to the importance of quality in their daily product and service selection. It also emphasises the need for consumers to demand and expect the highest quality by training the masses on which brands, products and personalities to use as a point of reference.