Superbrands Nigeria institutes Council for brands awards
By Felicia Nwosu
In the bid to project and promote a reputable and credible nomination of various brands for the 2021 edition of Superbrands Nigeria Awards, the world’s largest independent arbiter of branding, Superbrands, Nigeria, has instituted a Council under whose capacity, a total number of 470 brands across 93 categories have been approved to be recognised with the globally reputed Super brands Status in the Nigeria Market.
Disclosing this during an exclusive interview with MARKETING EDGE, the Chief Executive Officer of Superbrands Nigeria, Dr. Sabastine Okeke, stated that the essence of instituting a Council was to portray the credibility and reputability of the awards. He added that with the caliber and reputation of the Council members, chaired by Dr. Biodun Shobanjo and other notable industry eggheads, the awards even, through a collaborative extensive research of all-round market brands led by KANTAR Research, no doubt, remains unquestionable.
His words: “Apart from the awards being prudent, the reputation of the Council members is so huge that they wouldn’t want to indulge in anything until they are sure it meets the requirements.”
He listed the following industry thought leaders as members that will pilot the Superbrands Nigeria Council, led by Dr. Abiodun Shobanjo, as follow: Dr. John Momoh, Mr. George Thorpe, Prof. (Mrs.) Abigail Ogwezzy-Ndisika, Mr. Chima Okenimkpe, Engr. Nurudeen Rafindadi, Dr. Bayo Adekanmbi, Mrs. Ronke Bammeke, Mr. Kelechi Nwosu, Mr. Feyi Olubodun and Dr. Sabastine Okeke, who is the President of Superbrands Nigeria.
He said this year’s edition of Superbrands awards is billed to hold on the 27 November, 2021, while pointing out that the focal point is to strengthens brands’ strategic positioning, embellish their prestige as well as set them apart from their competitors.
Mr. Okeke revealed that the award has remained credible while stating its uniqueness. “The advantage of the awards is because it is independent; it is not influenced by the brands themselves, so the outcome is credible. Only brands which have been highly rated by the Superbrands Council and through cumulative research are granted the Superbrands status. It is only the brands that meet the criteria that will be nominated to be conferred with the Superbrands status, which is in accordance with the Superbrands International Standards.”
The Superbrands CEO mentioned that the official unveiling of the brands will be done soon where details of the nominated brands will be revealed.”We are going to look at the top ten brands based on the criteria of Nigeria Superbrands and these are top 9 market leaders. The brands are selected across all sectors of the economy.”
Mr. Okeke proudly reaffirmed that the prestigious and reputable award seeks to identity exceptional brands, adding that it is the only award that follows the same standard and criteria across all markets, with presence in over 90 different countries of the world.
The Superbrands boss explained that the awards will impact hugely on the nation’s economy, while noting that every functional economy is built by brands. “Without brands, we don’t have economy; as a matter of fact, if an economy is strong, it is because of brands. Through this platform, we recognise exceptional brands every year. We are sure that by boosting and supporting them, they will be able to do more. Also, in their quest to attain Superbrands, they will improve in quality and reliability of their products, which translate to the well-being of the people.”
Superbrands is the world’s largest independent brand research and promotional company. It identifies the strongest brands in each market in which it operates, and then works to promote the achievements and attributes of these brands through various means.
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