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WHITEDENT SCOOPS THE TITLE OF TANZANIA’S LEADING SUPERBRAND "Credit News 24"

Dar es Salaam. Sunday, May 21 2017. Household and personal hygiene brands, Whitedent and Foma Gold have been voted as Tanzania’s leading Superbrands following a comprehensive survey conducted by marketing experts and over 1,000 Tanzanian consumers based in Dar es Salaam, Arusha and Mwanza.

The process was managed by a London based company, The Centre for Brand Analysis.

Illustrating the increased consistency of the leading brands in the region, 10 brands retained the top 20 positions from the previous year. New entries into the ranking include: Foma Gold, Chai Bora, Mwananchi and University of Dar es Salaam.

Meanwhile, CRDB Bank and Toyota have both entered the top 20, with the former moving up one place to 11th and the latter up a more significant four places to 16th. The general trend has seen an increase of brands in the top 20 drawn from; Finance, Household, Automotive and Food & Beverage categories.

Having moved up from the bottom of the list, Tanzanian’s strongest brands Whitedent and Forma Gold have shown ongoing brand equity growth in the region.

Stephen Cheliotis, CEO of The Centre for Brand Analysis said, “we continue to see reduced volatility in the Tanzanian market, with an increasing number of new brands entering the top 20 of the Tanzanian brand elite. These top brands are once again led by the impressive Household and Personal Hygiene brand Whitedent while Foma Gold comes second.”

He added: “there was however a big dip in the performance of some brands. The top 20 overall is a balanced blend of global brands such as Toyota and Pepsi as well as local brands such as Kilimanjaro drinking water and Chai Bora. As is evident, it is a mix set of results for these brands, with a considerable amount of volatility highlighting different winners over the period.”

The following brands made the top 20 list of Tanzanian Consumer Superbrands 2017 (in chronological order): Whitedent, Foma Gold, Kilimanjaro drinking water, Panadol, ITV, University of Dar es Salaam, Mlimani City, Chai Bora, NMB, Vodacom, CRDB, Konyagi, Clouds FM, Mwananchi, Azam Uhai, Toyota, M-Pesa, Hedex, Pepsi and Nakumatt.

Brand	Category	Official Index
1. Whitedent	Household - Personal Hygiene	93.97
2. Foma Gold	Household - Cleaning Products	86.67
3. Kilimanjaro Drinking Water	Drinks - Non-Alcoholic - General
4. Panadol	Pharmaceutical	84.08
5. ITV	Media - TV Stations	79.62
6. University of Dar es Salaam	Education Providers & Facilities	79.11
7. Mlimani City	Retail - Shopping Centres	78.78
8. Chai Bora	Drinks - Non-Alcoholic - Coffee, Tea & Hot Drinks	78.40
9. NMB (National Microfinance Bank)	Financial - Banks	76.82
10. Vodacom	Telecommunications, Internet & Broadband	76.24
11. CRDB Bank	Financial - Banks	75.08
12. Konyagi	Drinks -  Alcoholic - Spirits	72.77
13. Clouds FM	Media - Radio Stations	72.45
14. Mwananchi	Media - Newspapers & Magazines	71.93
15. AZAM Uhai	Drinks - Non-Alcoholic - General	70.37
16. Toyota	Automotive -  Manufacturers	68.97
17. M-PESA	Financial - General	68.12
18. Hedex	Pharmaceutical	67.80
19. Pepsi	Drinks - Non-Alcoholic - Carbonated Soft Drinks	67.52
20. Nakumatt	Retail - Supermakets & Grocers	66.89

For more information please contact:
Muganyizi Mutta,
Aggrey & Clifford
muganyizi.mutta@aggreyclifford.com
+255 (0)762 131 329

Who are Superbrands®?
Superbrands is the world's largest independent arbiter of branding. It identifies and pays tribute to exceptional brands by recognising, rewarding and reinforcing leading brands from all over the world. Superbrand status strengthens a brand’s position, adds prestige and sets the brand apart from its competitors. Superbrands have launched programmes in over 88 countries including all the key global markets. Superbrands East Africa was launched in the region in 2007.

Consumer Superbrands Selection Process – Summary
The Tanzanian Consumer Superbrands are chosen by a combination of local Marketing Experts, appointed to the independent Superbrands Council, and just over 1,000 Tanzanian consumers, drawn from the urban areas of Dar es Salaam, Arusha and Mwanza. Brands do not apply or pay to be considered. The public vote is the culmination of an independent selection process administered by The Centre for Brand Analysis (TCBA).

Consumer Superbrands Selection Process – Detail

The Consumer Superbrands survey is independently administered by The Centre for Brand Analysis (TCBA). Brands do not apply or pay to be considered; rather, the selection process is conducted as follows:

• TCBA researchers compile lists of Tanzania’s leading business-to-consumer brands, drawing on a wide range of sources.

• From the thousands of brands initially reviewed, a final shortlist is created. For 2017, just fewer than 1,000 brands were shortlisted. This list is voted on by the independent and voluntary Superbrands Council. Bearing in mind the definition and qualities of a Consumer Superbrand, the council members individually award each brand a rating from 1–10. Council members are not allowed to score brands with which they have a direct association or are in competition to, nor do they score brands they are unfamiliar with.

• The top 60% of brands based on the councils’ collective score go through to the next round of voting, whereby the consumers of those brands, provide their opinions.

• An almost even split of men and women were asked, with representation ensured across all age groups and social-economic classes and education attainment levels.

• The views of the Superbrands Council and the Tanzania consumers are combined on an equal weighting to create a final ranking. The leading brands are deemed to be Superbrands.

Consumer Superbrands Definition

When voting on the brands, both the expert council and consumers consider the following definition of a Superbrand: “A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over other brands, which (consciously or sub- consciously) customers want and recognise.”

In addition, both audiences are asked to judge brands against the following three factors:

• Quality. Does the brand represent quality products and services?

• Reliability. Can the brand be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points?

• Distinction. Is the brand not only well known in its sector but suitably differentiated from its competitors? Does it have a personality and values that make it unique within

Who are The Centre for Brand Analysis?

The Centre for Brand Analysis (TCBA) is a no-nonsense brand performance consultancy that helps businesses of all shapes and sizes understand and increase the performance of their brand. It focuses on gathering evidence, developing insights and producing growth strategies. TCBA uses a range of proprietary internal & external brand tracking and evaluation tools. TCBA is run by Stephen Cheliotis, is a leading brand consultant that provides strategic advice to both established and challenger brands across a wide range of b2c and b2b markets. He chairs the UK’s Superbrands & CoolBrands Council and is a regular commentator on branding for media including CNN, the BBC and Sky. He is a Visiting Professor at the London Metropolitan University Business School. He produces significant research studies for the industry; recent examples include HeadSpace in partnership with the Cubo Group, The Emotion 100, in conjunction with Brandhouse and Talkonomics, in collaboration with the Exposure Group.

Who are TNS?

TNS is one of the largest research agencies worldwide. It provides actionable insights that help companies make impactful decisions that drive growth. It is part of Kantar, one of the world's largest insight, information and consultancy grou
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