Azam Food products shine in SuperBrands study

Azam Food and Confectionary brands under the Bakhresa Group of Companies scooped the first and second positions of Tanzania's SuperBrands, after a research by London-based Centre for Brand Analysis.

The Project Director of SuperBrands, Mr Jawad Jaffer, said Azam demonstrated strongest growth ever in a single year, up from 12th place in the previous survey in 2013/14.

"This is also the first time that Bakhresa has made it to the top ten in the survey," said Mr Jaffar.

Chief Executive Officer at the Centre for Brand Analysis, Mr Stephen Cheliotis, said the list contains top-20 Superbrands, ranging from companies, products and services judged on three core criteria -- quality, reliability and distinction.

"Eleven brands retained their top 20 berths from the last survey, showing enduring strength of leading brands and the difficulties faced by rivals in trying to overcome the incumbent's reputational strength," said Mr Cheliotis.

He pointed out that ITV and Clouds FM during the last survey were in the top two, held their top 20 placing with contrasting fortunes, both falling down three and six places to 4th and 8th respectively.

Household brands that continued to consolidate and feature in the top group included Coca Cola, Fanta, Kilimanjaro Drinking Water and Panadol -- all maintaining top 20 positions.

CRDB and NMB retained top 20 billing with NMB Bank improving six places to 7th as the leading financial services brand. "CRDB was 12th, Furniture Centre 9th.

It was the only furniture manufacturer to make it in top twenty," he said. The most remarkable new entrant was Tanga Fresh at 5th place, other new entrants in the top twenty included Oryx Oil, the only entrant from the crowded oil marketing sector, Blue Band, Coral Paints and Toyota, the only player from the automotive sector.

"M-Pesa an Electronic funds Transfer, EFT, improved to 6th from 10th dislodging its parent brand Vodacom which dropped four places to 10th from 6th.

"The leading brands not only proved that they offer quality products and services that consumers can trust but do so on a consistent basis," said the CEO.

The detailed survey incorporates the views of both marketing experts and over 1,000 consumers surveyed in Tanzania.
Source: Daily News, reported by Maureen Odunga, from Dar es Salaam, Tanzania

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