NAIROBI, Kenya, Oct 12 – Retailer Tusker Mattresses Limited (TML) ongoing corporate transformation efforts have received global commendation at the prestigious 4th World Branding Awards held at the Kensington Palace in London Wednesday evening.
In a rare commendation for a local brand, TML which runs the Tuskys branded chain of retail stores won the Kenya Supermarket Brand of the Year category in the awards which focus on branding excellence. The World Branding Awards is the premier awards of the World Branding Forum for corporates drawn from the Commonwealth and beyond.
The global win also completes an awards hat trick for Tuskys which has also been adjudged an East Africa Superbrand Top 20 and Samsung Africa’s most valued distributor in East Africa award winner.
Alongside Tuskys, local Safaricom Limited and Royal Media Services, Citizen TV brand also picked national category awards presented by World Branding Forum Chairman, Richard Rowles.
In London, the judges, in considering Tuskys’ nomination, confirmed that the firm had showcased superb progress in its efforts to separate ownership and management functions allowing the brand to maintain measurable management and customer experience standards.
Earlier this year and for the benefit of its supplier fraternity, Tuskys in partnership with DTB Bank and KCB Bank unveiled a Kshs 3 Billion supplier finance scheme. The scheme allows Tuskys suppliers to enjoy prompt payments for goods and services supplied to the retailer.
In a contemporary market, the correlation between branding excellence and corporate governance the Judges noted, remains a key pillar for business success.
As part of the firm’s transformation journey in the last two years, Tuskys, with a branch network of 60 stores in Kenya (53) and Uganda (7) has successfully managed to adopt world class retail standards and corporate governance structures.
An internship programme established by the retailer two years ago targeting to train unemployed youth in retail management disciplines also received the judges’ commendation. So far, the programme has impacted more than 5,000 youth and is expected to impact more than 10,000 youth in the next 5 years.
Speaking on the side-lines of the Award ceremony at the Kensington Palace, Tuskys Chief Executive Officer, Dan Githua said the award would serve to fuel the retailer’s commitment to deepen the value of formal retail trade in Kenya.
“We are excited by the nomination and eventual win of this World Branding Award which we are dedicating to our dedicated staff, suppliers and other partners for continue support in our transformation journey,” Githua said, adding that, “this award will also serve to accelerate our commitments to rollout innovative retail solutions for the benefit of all our stakeholders including suppliers and customers.”
The World Branding Awards is recognised as the ultimate global brand recognition accolade have previously seen global brands such as Apple, Coca-Cola, Louis Vuitton, McDonald’s and Mercedes-Benz among others pick overall and category trophies.
“The awards celebrate the achievements of some of the greatest brands around the planet. All 245 winners have shown that they are at the very top of their branding game. With so many in competition, it is difficult for brands to win in their respective categories,” said Richard Rowles, Chairman of the World Branding Forum.
“Due to another successful campaign, this year saw an increase in participation of the awards. Over 135,000 consumers from around the world voted for more than 3,000 brands from 35 countries. Not all categories are awarded and some countries do not have enough brands to qualify,” said Peter Pek, Chief Executive of the Forum.
All the Winners, selected from over 2,800 nominated brands are judged through three streams: brand valuation, consumer market research and an open public online voting.