MTN Uganda has been named Uganda’s leading Super brand following a detailed research process overseen by London based organization ‘The Centre for Brand Analysis’ (TCBA) who were appointed by Superbrands East Africa to independently manage the selection process.
MTN Uganda was also recognized in the Telecommunications, Internet, Computers and Technology category while MTN Mobile Money came in at 38th position under the Financial category ranking closely to some banks and other financial institutions.
In terms of methodology and selection criteria, a number of survey questions are asked about people’s perception of brands across a range of sectors. 1,800 consumers were contacted across Kenya, Tanzania and Uganda with face-to-face interviews conducted in the main cities of Nairobi, Mombasa, Kisumu, Dar es Salaam, Arusha, Mwanza and Kampala, Mbarara and Jinja. MTN Uganda emerged the best overall in Uganda followed by Panadol and National Insurance Corporation.
Commenting on this win, the MTN Uganda Chief Marketing Officer, Ernst Fonternel said, “MTN Uganda is committed to remaining relevant to its customers especially in this highly competitive Ugandan market. We continue to distinguish ourselves through innovation and commitment to quality, reliability and a distinctive products and services portfolio”.
According to the study’s definition, a Superbrand is a one that represents high quality, reliability and distinction. In addition, Super brands are considered to have established the finest reputation in their field; they offer customers significant emotional and tangible advantages over other brands.
Superbrands, the largest independent arbiter on branding currently identifies and pays tribute to exceptional brands in over 88 countries globally.
This announcement comes a few weeks after MTN Group launched its new Brand Mision – ‘To make our customers’ lives a whole lot brighter’. This we’ll achieve through our Vision ‘To lead the delivery of a bold, new Digital World to our customers’.
“This will mean even more focus on creating a distinct customer experience and driving sustainable growth while transforming our operational model to meet the ever changing needs of our customers. Our new Vision and Mission will further differentiate MTN in this highly competitive environment”, Ernst explained.
