Ghana’s top 100 strongest brands to be awarded





The Centre for Brand Analysis (TCBA), a specialist brand research consultancy, will in 2014 award the top 100 strongest brands in Ghana.

The move is to encourage companies to view branding as an important element in business development.

The approved brands in 2014 would be rated ‘Premier Brands’ and will be showcase on the world’s strongest brands platform at www.worldstrongestbrands.com.

Awarded brands will each be featured on a Bestbrands TV platform to tell their success stories, and will in addition be elevated onto the World’s Strongest Brands platform where many of the World’s strongest and most valuable brands are on display.

‘The Centre is dedicated to the discipline of branding. It seeks to identify the country’s performing brands and showcase them to the world,’ Mr Eric Affaidu Chief Executive Officer, TCBA told journalists at a media briefing in Accra.

Nominations for the 2014 awards, he said, had already begun.

Mr Affaidu said the Centre was broadening the awards from 35 categories in its maiden awards dubbed: ‘Superbrands’ to 100 to ensure the strongest brands make their way in each category.

He said the Centre provided the business community with an objective and thorough view of a brand’s position and with insight into the best practice and strategies in brand management.

A consumer survey was carried out on nominated brands while a council of experts also helped in the assessments and analysis of nominated brands, he indicated.

The Ghana’s Strongest Brands will be selected based on seven criteria – awareness, innovation, goodwill, customer satisfaction, loyalty, brand performance (sales volume), overall market acceptance and social responsibilities.

Mr Affaidu said the organisation also provided the customer satisfaction performance index from time to time to monitor performance of business and brands for the customer service consumers experience.

The exercise, he said, seeks to measure the level of customers’ satisfaction for the services they experience.

In addition, the Centre’s ‘Most Innovation Brands’ nomination is a quarterly recognition awarded to companies that introduce innovative products or service in the year.

The recognition is primarily aimed at identifying businesses and brands for their innovation in product improvements and development. The award is mainly interested in activities that distinguish handwork from laxity.

Mr Affaidu said nominations for the first quarter of the year included Artilin Intelligent Paint-Vinymat Ultra insecticide and acaricide paint, UT Bank UT-Bank on wheel and Latex Foam- Anti-stress Memory foam mattress.

He noted that identifying brands for their innovation every quarter would separate well-managed brands from those that only existed to copy what their competitors did.

‘And on that note we believe that identifying best business practices and paying tribute to them will go a very long way to help consumers make right choices,’ he said.

Mr Affaidu appealed to companies to take advantage of the awards to enable them know how their brands were performing in the wider market.

Story by Ghana/GNA