Ratio Magazine :: The Inside Track to East Africa’s Economies - EAC Regional: Press Releases:Zain Emerges Tops In Regional Brands Survey

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EAC Regional: Press Releases:Zain Emerges Tops In Regional Brands Survey

Thursday, 17 September 2009

16 September 2009 --- Exactly one year after launching in Africa, Zain has emerged amongst the top fifteen brands in East and Central Africa. Zain’s performance came as a surprise to many industry gurus and analysts because the brand emerged top among many pioneer brands, including British Airways, Samsung, Shell and even Safaricom which was ranked 46th in the regional survey that covered over 2500 consumers.

Speaking after announcing the survey, the Project Director of Super Brands E.A, Jawad Jaffer, said: ‘This year’s league table is a result of an independent and rigorous selection process that took months to evaluate more than 28 different sectors but as usual the East Africans consumers had the final say.” Other mobile telephony players ranked in the survey included Vodacom TZ (86) MTN (88) Tigo (94) and Uganda Telecom which was position (208).

Commenting on the ranking, Zain Chief Operating Officer Mr. Arafeh Bashar, said “A year ago when we started, out our aim and justification for this new brand was to bring the then 36m customers with many cultural differences to a shared a common identity that would resonate amongst our clientele, hence the brand Zain. I want to thank our staff and clientele that have ensured this success.” The survey was conducted by a panel of SuperBrands independent experts from across the region and listed Nokia, Blue Band, Omo, Coca-Cola and Colgate as the top five brands respectively.

The criteria for acquiring a super brands status is based on market dominance, longevity, goodwill, customer loyalty and overall market acceptance. Super brands is expressly not a nationwide consumer view of brands, but specifically a high-level regional industry view of which brands the council perceives to outperform their peers.
The survey, which was conducted by a panel of SuperBrands independent experts from across the region, listed Nokia, Blue Band, Omo, Coca-Cola and Colgate as the top five brands respectively.

Meanwhile, Zain is among five nominees for the Best New Service Award, at this year's World Communication Awards (WCA) on 25 November 2009 at the London Hilton.

A list of finalists for WCA 2009, copied to the GNA, named Zain, Banglink (Bangladesh), British Telecom (BT), DotMobi, and TeliaSonera International as nominees for the prestigious Best New Service Award.
Zain was the only telecom operator with operations in Kenya named among 49 global and emerging markets telecom giants, nominated in 15 competitive categories for this year, plus two industry voted categories - The User's Choice and CEO of the Year.

The other WCA categories include Best Brand, Best Content Service, Best Customer Care, Best Managed Service, Best Mobile Service Provider and Best Operator in a Developing Market.

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