NAIROBI, Kenya, Aug 7- 98.4 Capital FM was on Friday awarded the coveted Superbrands recognition for the year 2009/2010 for being one of the top radio stations in East Africa.
Capital Group Chairman Chris Kirubi in accepting the award said the success of the company was achieved by building a strong image of the station which has been on air for the past 13 years.
He said part of maintaining success of Capital FM was improvement of what has worked and adopting new strategies to complement those efforts.
“I always believe a strong image, is a reflection of who you are and what you represent, success in any industry is hard to come by,” he said.
Mr Kirubi also said part of the success was the belief that Capital FM embodies as a superior brand on the radio market locally and internationally.
“We are the leader in East Africa in radio. We don’t try to do what others are doing because we believe in being original,” Mr Kirubi said.
Superbrands Chief Operating Officer Steve Dodgson, said 98.4 Capital FM had over the years remained professional and committed to its consumers.
He said the company had proven consistency in enhancing its position in the market place resulting in its success which he compared to performance of top football clubs in Europe.
“You can win the UEFA cup in one year but if you don’t work on your team and your support staff, next year you could even be in second division,” he said.
Mr Dodgson also highlighted how Capital FM had stuck to its core value and business over the years and encouraged other companies to do the same.
He noted constant re-branding strategies of companies was detrimental in the long run as it created a disconnect with the consumer who struggles to identify with a particular brand, a sentiment that was shared by Mr Kirubi.
“Most of our competitors have never developed their own niche markets and consumers get lost along the line struggling to find what they are all about,” Mr Kirubi said.
Mr Kirubi was however disappointed with African governments for failing to recognise how important it was to build a strong image.
He said their failure to acknowledge this vital strategy was partly to blame for some African countries not breaking through into the developed nation’s status.
“Governments and leaders need to become brand ambassadors because it’s the only way we can raise quality of people and what they stand for creating a following that would eventually result in financial gains.”
Mr Kirubi linked a motivated workforce as the driving force to any successful brand. He said it was virtually impossible to separate employees with what brands stand for, terming them as the most valuable investment in any business who represent the brand.
This is the second time 98.4 Capital FM is getting the Superbrands status having been recognised as the top radio station in the region in 2007.
Present at the award ceremony were Capital Group Limited directors Cyrus Kamau, Somoina Kimojino and Michael Mumo.