MPesa has been voted Kenya’s leading super brand for the second year in a row thrashing its parent company Safaricom in the Superbrands East Africa survey.
The Superbrands East Africa survey was carried out by a London based organization The Centre for Brand Analysis London based, which ranks from a combination of marketing expert analysis and the numbers from Kenyan consumer.
“We continue to see reduced volatility in the Kenyan market, with an increasing number of brands consolidating and retaining their position among the Kenyan brand elite. There was however a big dip in the performance of some of the leading food brands, as well as digital giants,” The centre for brand analysis CEO Stephen Cheliotis said.
13 leading brands held their Top 20 position from the previous survey with Mpesa staying at the top for both 2015 – 2016 and 2016 – 2017.
Top 20 Superbrands List Kenya 2016 – 2017
|Top 20 Superbrands East Africa survey 2016 – 2017|
|3||Kenya Red Cross|
|4||The Daily Nation|
|11||Radio Citizen FM|
Kenya Red Cross Society, fell one position to third losing its 2015 – 2016 second position to Safaricom in the 2016 – 2017 Superbrands East Africa.
The only tech brand in Kenya to hit the Top 20 Superbrands List is Samsung, boasting their continuous growth and improved brand awareness among its Kenyan consumers
Oil giant Total Kenya had an impressive run, shooting 18 places up to position 7. Brookside also a Top 20 in the Superbrands List Kenya moved 4 places up to 18th position and Blueband nine places up to 12th position.
Kentank the Tank manufacturer and betting firm SportPesa came in at a outstanding 9th and 13th respectively considering they were new entries into the Superbrands List in Kenya.
Some of the leading Kenyan food brands Mumias Sugar, Kenchic, Supa Loaf and Farmer’s Choice dropped off the Top 20 Superbrands List.
Microsoft the US tech giants, that entered the top 20 in the 2015 – 2016 Superbrands East Africa survey also struggled to keep it’s top 20 positions.
For companies entering the Top Superbrands List, ranking well adds respect and increases the performance of the brand.