THE STUDY B2C 2012/14

The method comprises of 7 steps as outlined below:-

Step #1

Brands do not submit an entry or case study instead all of the key brands operating in the region from across over 28 sectors of industry are identified by our researchers and featured in the initial population list.

Approximately 2,285 brands are included at this stage.

Step #2

The initial list is refined to remove those brands that are seen not to be able to make it through the process – judgments are not made on the strength of the brands and only quantitative information is used to determine if the brands is appropriate, e.g. brands that only operate in niche regions are deemed unlikely to be strong enough to qualify based on the remaining stages of the methodology. Just under 1500 brands are shortlisted.

Step #3

The shortlist is sent to an independent and voluntary council of experts to rate the brands.

Council of Experts that comprises of renowned actors in marketing, advertising and branding firms from both the public and private sectors were brought together to score on the brands on a rating of between 1 and 10. The brand gurus were however, restricted from scoring or rating brands in which they have an interest or an association with.

Step #4

The council scores are collated and ordered. Brands that have been scored by less than a quarter of the council are eliminated.

Only the top 550 brands, based on this score, make the final stage of the research. Therefore approximately 1000 brands are eliminated based on the council vote.

Step #5

The 550 brands rated highest by the independent council are put to the consumers in East Africa, who vote on those brands. Consumer research summary (1)

  • 2500 consumers were interviewed. This was done by TNS RMS, who were appointed by TCBA to conduct the fieldwork
  • 900 consumers were interviewed in Kenya, 900 in Tanzania and 700 in Uganda
  • Only consumers in urban areas were surveyed. In Kenya the interviews were conducted in Nairobi and Mombasa, in Tanzania it was Dar Es Salaam and Arusha, whilst in Uganda the focus was on Kampala.
  • The age range of the consumers interviewed was 18-45.
  • Respondents were split equally on gender and in terms of SEC in line with the population

Consumer research summary (2)

  • Consumers were given details about what constituted a Superbrand and time was spent familiarising them with the inherent factors considered essential in a Superbrand
  • Consumers were asked to vote for brands by category. Each consumer was able to select as many or as few of the brands in each category they deemed to be a Superbrand.
  • Each respondent was asked to evaluate a quarter of the total number of 550 brands  assuring each brand an equal chance of selection.
  • Detailed information on the consumer vote across the countries by demographic data is available to full members of the Superbrands East Africa programmes.

Step #6

The collective council score is merged with the total consumer score on an equal weighting. This gives all 550 brands an official final score, which takes into account the views of both audiences.

Step #7

Only the highest scoring brands based on the combined official score are Qualifying Superbrands for East Africa and invited into the region’s Superbrands programme.

TCBA audit the brands awarded Superbrands East Africa status to ensure they are ranked in a qualifying position and are genuine Superbrands based on the data.

Superbrands factors

  • Consumers and experts were asked to consider the following factors when judging the Superbrands:
  • Does the brands represent
  • Quality (e.g. are its products or services of high quality)
  • Reliability (e.g. can consumers trust the brand to deliver against its promises
  • Distinction (e.g. does the brand stand out from its competitors; does it have personality and values that set it apart from its peers

The seven fundamental emotions

In comparison with competition, a Superbrand in the B2B/B2C offers a considerable emotional and/or rational advantage, a value added that the customer (consciously or non-consciously) wants, recognize and are willing to pay extra for.

The Seven fundamental emotions that are looked at are:-

  • CONTENTMENT
  • ENJOYMENT
  • PRIDE
  • COMPASSION
  • DESIRE
  • EXCITEMENT
  • BELONGING