NAIROBI, Kenya, Feb 3 – Mobile money payment service M-PESA has been voted as Kenya’s leading brand in the Top 20 super brands in Kenya survey.
The survey conducted by the London-based Centre for Brands Analysis indicates that the M-PESA brand moved five places from the last survey done in 2012.
Coming second is the Kenya Red Cross Society while Safaricom comes in third place dropping two places from the previous survey.
Centre for Brands Analysis Chief Executive Stephen Chellotis says local brands dominated the list, an indication that Kenyans are willing to buy locally made products that are quality and reliable.
“The leading brands not only prove that they offer quality products and services that consumers can trust but do so on a consistency basis. M-PESA has done so, it’s a brand that is set to go to the international market,” he said.
Among the local brands in the top 20 include Mumias Sugar (10), Kenchic (13), Bata (17), Equity Bank (18), Farmers Choice (19), and Crown Paints (20). New entries into the top 20 include three US digital giants Facebook (5th), Google (6th) and Microsoft (7th) indicating the importance of technology in the country currently.
Other new entries were Bata that moved from 27th place to 17th and Samsung that moved up from 31 to 12th.
Other top 20 brands include brands that continued to consolidate and feature in the top group include: The Daily Nation (4), Nakumatt (8) Citizen TV (9), Coca-Cola (11), Colgate (14) and Dettol (15).
Major losers include Kasuku who failed to benefit from the food brands upward trend and dropped out of the top 20 falling from 18 to 44 as well as Kenya Airways who have also fallen out of the top 20.
The leading brands were judged on three criteria – quality, reliability and distinction with close to 1,000 brands reviewed. About 1,000 respondents above 18 years were interviewed in Nairobi, Kisumu and Mombasa.