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.
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