MARKETERS Association of Zimbabwe (Maz) last week officially unveiled the 2023 top 200 superbrand awards to identify local brands that are performing well on the market.
The concept aims to reward and recognise brands that meet the expectations of the consumer, according to superbrand adjudicators committee chairperson Carol White who spoke at a breakfast meeting held in Harare on Friday.
The meeting was held under the theme Anchoring Brands Success on environmental, social, and corporate governance (ESG).
Maz executive secretary, Gillian Rusike said this year’s theme focused on brands that were conscious of the environment, social and governance issues.
“The marketing game has to immediately take a different look and feel because of the need for brands to be sustainably oriented. It is those brands and services that are environmentally and socially conscious,” Rusike said.
“As marketers, we have a great responsibility to ensure that the brand personalities we create have a positive impact and a deliberate appeal to sustainability. The future is anchored on the roles that our products and services that are enjoyed today create for a better tomorrow.”
In a speech read on his behalf by Emilliah Mabika, ZB Financial Holdings chief executive officer Shepherd Fungura said Zimbabwe had joined a global movement, proudly waving the flag of ESG compliance across sectors.
“We must dispel the notion that sustainability is an obstacle to profitability and recognise it as the secret ingredient that elevates our brands to greatness,” Fungura said.
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“By embracing ESG, we demonstrate that profitability can coexist with empathy, that business success is not measured solely by financial gains but also by the positive impact we create,” Fungura added.
Maz president, Lillian Mbayiwa said: “Environment, social and governance matters have become topical in every sector and we are saying marketers must be at the forefront of driving ESG agenda and in doing so, we have to go beyond incorporating ESG agenda into our strategies, but rather base our strategies around ESG.”
The unveiling of the Top 200 brands is the second phase of the Superbrand Awards which comes after the consumer research has been completed.
After the ceremony, the 200 brands are taken back to the consumers for market research, and then the results are presented to the adjudication committee for its final verification and endorsement.
The final results are then presented at the Annual Superbrand Awards ceremony which will take place at the end of the year.
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