Rwenzori Pure Natural Mineral has beaten giant brands to emerge the top brand in Uganda ahead of Airtel and MTN in the 2019/2020 superbrands ranking.
This year’s results were derived entirely from a comprehensive survey of Ugandan consumers undertaken by Kantar TNS.
Previous survey results were derived from a weighting of consumer survey results and council member nominations.
Superbrands is running its programme for the sixth time in East Africa. For 2019/20, just fewer than 1,000 brands were shortlisted.
Consumers’ insights and results were derived based on Superbrands’ globally used parameters of the three pillars of quality, reliability and distinctiveness.
Jawad Jaffer, Superbrands Project Coordinator noted, “As markets and brands evolve, consumer preferences play a more prominent role. With this the 6th edition, we felt it was more important to give the consumers the power to decide which brands best resonated with them and play a crucial role in their everyday lives.“
Key trends observed from the survey included financial access and payments in which mobile money and payments are still mainstream and virtual wallets are considered to be bank accounts.
The digital space has also opened up more opportunities evolving from social media; whereby social media is no longer a differentiator but commonplace where brands must make the strongest impression to their audience.
Convenience and convergence of services has also become a determining factor in how consumers interact with brands. Consumers are increasingly more demanding which has led to growth in demand for home grown quality products and services. Most interesting, the survey also revealed an increase in shopping frequency across all social classes with value brands driving consumption. It is clear that products and services with strong brand awareness and affinity are increasingly becoming the preferred option for Ugandans.
AdeolaTejumola, CEO West, East and Central Africa Kantar TNS said, “With an increasing number of brands consolidating and retaining their position among the Ugandan brand elite and the new entrants, the branding scene in Uganda seems to be making great strides in terms of growth and consumer appeal. These top brands are once again led by the impressive Rwenzori Pure Natural Mineral Water.”
Participants of this survey were scientifically selected with a variety of demographic factors being considered including age, gender, location with a specific focus on the urban population. Households were selected randomly with only one respondent from each household being surveyed.
Superbrands is the largest independent arbiter on branding and currently identifies and pays tribute to exceptional brands in over 88 countries globally.