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    Report: Kenyan millennials and Gen Zs want more media coverage on money and empowerment

    Report: Kenyan millennials and Gen Zs want more media coverage on money and empowerment

    Former Head of Public Service Joseph Kinyua takes over as KCB Group Chairman

    Former Head of Public Service Joseph Kinyua takes over as KCB Group Chairman

    Isuzu East Africa launches special edition D-Max in honor of Eliud Kipchoge

    Isuzu East Africa launches special edition D-Max in honor of Eliud Kipchoge

    KCB Group shareholders to pocket KES 3.2 billion final dividend

    KCB Group shareholders to pocket KES 3.2 billion final dividend

    KCB Group PLC reports KES 9.8 billion profit after tax in Q1 2023

    KCB Group PLC reports KES 9.8 billion profit after tax in Q1 2023

    Kenyan students win global tech prize with hearing app

    Kenyan students win global tech prize with hearing app

    OpenAI leaders call for coordination and safety in superintelligence development

    OpenAI leaders call for coordination and safety in superintelligence development

    Google adds 8 new African countries to its Flood Hub platform

    Google adds 8 new African countries to its Flood Hub platform

    Safaricom to carry out system maintenance for 5 hours on Saturday night

    Safaricom to carry out system maintenance for 5 hours on Saturday night

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    Apple unveils 14-inch and 16-inch MacBook Pro with M2 Pro and M2 Max chips

    Apple unveils 14-inch and 16-inch MacBook Pro with M2 Pro and M2 Max chips

    Complete list of Macs that will run macOS Ventura

    Complete list of Macs that will run macOS Ventura

    Apple unleashes new MacBook Pros with powerful chips, more ports and a notch

    Apple unleashes new MacBook Pros with powerful chips, more ports and a notch

    Laptop buying mistakes you should avoid

    Laptop buying mistakes you should avoid

    Lenovo X1 Carbon 5th Generation Review: just good enough

    Lenovo X1 Carbon 5th Generation Review: just good enough

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    Google unveils new Pixel devices with foldable phone and tablet

    Google unveils new Pixel devices with foldable phone and tablet

    Samsung launches affordable Galaxy A-series in Kenya with flexible payment options

    Samsung launches affordable Galaxy A-series in Kenya with flexible payment options

    Xiaomi launches Redmi Note 12 Series in Kenya, starts at KES 21,999

    Xiaomi launches Redmi Note 12 Series in Kenya, starts at KES 21,999

    TECNO announces pre-orders for its first foldable smartphone in Kenya

    TECNO announces pre-orders for its first foldable smartphone in Kenya

    Oppo Reno 8T 5G launched in Kenya for KES 49,999

    Oppo Reno 8T 5G launched in Kenya for KES 49,999

    Samsung’s Galaxy S23 Unpacked event: All you need to know

    Samsung’s Galaxy S23 Unpacked event: All you need to know

    TECNO launches PHANTOM X2 Series with retractable portrait lens in Kenya

    TECNO launches PHANTOM X2 Series with retractable portrait lens in Kenya

    Samsung’s first 2023 Galaxy A series phone comes with 5G, and it’s cheap

    Samsung’s first 2023 Galaxy A series phone comes with 5G, and it’s cheap

    Tecno announces Eliud Kipchoge as brand ambassador for PHANTOM X2 Series

    Tecno announces Eliud Kipchoge as brand ambassador for PHANTOM X2 Series

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    Safaricom, NCBA, and KCB restructure Fuliza – all you need to know

    Safaricom slashes prices of 4G Wi-Fi routers by 40%

    How to apply for the new generation number plates in Kenya

    How to apply for the new generation number plates in Kenya

    How to write prompts for Midjourney, from text to image

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    How to use ChatGPT and get the most out of it

    How to use ChatGPT and get the most out of it

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    Samsung’s Freestyle Projector now available to purchase in Kenya

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    WhatsApp introduces Chat Lock feature to protect private conversations

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M-Pesa beats parent company Safaricom to remain Kenya’s leading superbrand

The Netick Newsroom by The Netick Newsroom
July 5, 2022
in News
Reading Time: 2 mins read
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M-Pesa beats parent company Safaricom to remain Kenya’s leading superbrand
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M-PESA, Kenya’s biggest mobile payment brand, has been voted Kenya’s leading SUPERBRAND for the sixth year in a row, ahead of parent company Safaricom, which came in second.

This reinforces the platform’s position as important and necessary to the operation of small and medium-sized businesses (SMEs) and comes at a time when the global economic slowdown is affecting the Kenyan economy.

Six new brands entered the top 20 for the first time in this survey, compared to the previous 2020 listing. Jik, Darling, Beyond Fruits, Nescafe, St John’s Ambulance, and Kenya Airways are among them. The findings are based solely on a comprehensive survey of urban Kenyan consumers (chosen at random) conducted by Kantar TNS in Nairobi, Mombasa, and Kisumu.

List of Kenya’s top 20 superbrands 2022

According to the report, consumers in various purchasing classes have been forced to choose more economical products due to budget concerns. Low-cost brands are no longer limited to the mass market and are now visible to even the middle-class consumer. Consumers are increasingly investigating products before making buying decisions as e-commerce adoption has expanded over the Covid-19 era. Some consumers are emphasizing difference and penalizing brands that are more premium or value-oriented yet lack differentiation from low-priced mainstream products.

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“Not having the luxury to go out and grab fast foods or a quick coffee, and instead order in or prepare alternatives from home has pushed brands like Nescafe from rank 116 in 2020 to 16 and Jumia Foods from nowhere in 2020 to rank 18.” reads the report.

Consumers were specifically asked about the impact of the Superbrands seal on their decision-making process in 2022. Eight out of ten respondents were more likely to choose a brand that displayed the seal. Consumers felt that a company’s involvement with a Superbrand would help enhance its reputation and help it stand out from the competitors.

Jawad Jaffer, Project Manager, Superbrands East Africa said, “ We continue to see that the Kenyan consumer is a savvy decision-maker. They want brands to deliver value and purpose. This is reflected in the survey with 85% of respondents associating the Superbrands seal as a mark of quality and reliability”.

David Ogara, Manager, Kantar TNS observes, “With the middle-class consumer now experiencing brands across different price points in search of low-cost, higher value alternatives they are better informed and more selective. This now places them in a better position to truly decide which brands they believe are Superbrands across the different categories. The Kenyan consumer of today wants innovation and functionality”.

Tags: M-PesaSafaricom
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