East Africa Volume 8

Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland, Taiwan, Thailand, The Baltic States, The Netherlands,Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay,Vietnam EAST AFRICA’s AN INSIGHT INTO EAST AFRICA’S STRONGEST BRANDS This book is dedicated to the men and women who build and protect East Africa’s greatest brand assets It is with heavy heart and sorrow that we dedicate this edition of Superbands to the memory of Kelvin Kiptum. Originally, the spread was filled with anticipation of what the future held for this amazing man; little did we know that fate had other plans. We unite as a country to say goodbye to one of our own. May God look over his family and give them strength during this difficult time. You all are in our thoughts and prayers. May His Soul Rest In Peace Gone but never forgotten

Project Director and Associate Publisher Jawad Jaffer Associate Project Director Irfaan Jaffer Chairman Stephen Smith Editorial Shaheen Irani Hrib Creative and Design Ahmad Hrib Research Kantar Insights East Africa Chief Communications Officer Nishat Mawji Brand Liaison Director Abdi Juma Cover Design Courtesy The Mohamed Amin Collection. Camerapix owns the copyright of the image titled “Three Founding Fathers”, and has granted permission to Superbrands for use of this image for the cover of the Superbrands Book. © 2024 Superbrands Published by Superbrands 35 BALLARDS LANE LONDON N3 1XW United Kingdom Superbrands East Africa Operations P.O Box 39953-00623 Nairobi, Kenya Tel: +254 20 4450940 E-mail: info@superbrands.co.ke All rights reserved The views expressed in this book by the independent contributors are those of the author and do not necessarily represent the views of, and should not be attributed to Superbrands Ltd. The trade mark SUPERBRANDS is a trade mark of Superbrands Ltd. The logo is the subject of copyright of Superbrands Ltd. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any other information storage or retrieval system relating to all or part of the text, photographs, illustrations or logotypes without the written permission of the publishers. All of the companies who own the brands featured in this publication have given their consent for the use of the brand name, logo type, photographs and illustrations shown. Any enquiry regarding a specific brand may be made to the relevant company. Printed by: Chrome Partners Limited Road C, Off Enterprise road P.O Box: 14159 - 00100 Nairobi www.chromepartners.co.ke ISBN 978-1-905652-07-5 E&OE Whilst every care has been taken in creating this book, the Publishers & Design team do not give any warranty as to the completeness or accuracy of its contents nor of any supplementary information, explanation or opinion.

Content 4 5 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 100 102 104 106 108 110 112 114 116 Welcome Foreword Introduction Superbrands TV The Superbrand Recipe Ajab Alliance Media ASAS AutoXpress Azam Bakex Bidco Africa Bounty Britam Broadway Bakery Butterfly Chandaria Industries Comply Dakawou Transport Dar Ceramica Centre Dune Packaging E-Plus Easycoach Elgon Kenya Festive Fresha GA Insurance GSM ITV Kelvin Kiptum Kenya Red Cross Kilimanjaro Drinking Water Kinyara Sugar London Distillers Kenya Mara Sugar Melvins Teas Modern Tiles Mombasa Maize Millers New KCC NIC Insurance NMB NWSC - National Water & Sewerage Corporation Pembe Petro Group Radio44 Redgold Rene Safisha Sheffield Sunrice SUPA Loaf Superdoll Tembo Steels The Asian Weekly The Guardian The Nairobi West Hospital Unga Wa Dola Whitedent

We are delighted to present you with our 8th edition of Superbrands East Africa which pays tribute to many of the strongest and most valuable brands in East Africa. This book provides many fascinating insights into how the leading companies in the region grew their brands, often from humble beginnings to powerful and trusted household names today. The world has changed since our previous edition of Superbrands East Africa due to the global pandemic, wars in Sudan, Ukraine and Israel, increased interest rates for all companies, and significant inflation pressures for consumers. Brands have had to adapt to keep their brands interesting and relevant to their customers. The brand stories in this edition provide an insight into how many of the brands have adapted, and the work they have done to help their staff, suppliers and customers through these challenging times. International research shows us that brands can survive and thrive through disruptive times. The combined value of the top 100 brands worldwide is US$6.9 Trillion. With a brand valuation of $880bn, Apple has proven resilient in the face of testing market conditions, justifying premium prices with positive perceptions. Google and Microsoft complete the top three, with technology brands, and commanding the largest share of brand value. Brands improving their ability to justify a higher price than their competitors, based on the strength of their equity with consumers, grew at twice the rate – adding 67% to their brand value over the last four years. Sustainability remains an untapped opportunity for brands – only 2% of the most valuable global brands are perceived as ‘leading’ in this area. Pepsi’s brand value has soared 17% year-on-year, reaching a total value of $18.8 billion. Defined by great advertising, the brand has grown its price premium positioning. Coca-Cola showed great resilience, increasing its brand value by 8%. TikTok is still perceived as the second most disruptive brand. Tesla continues to be considered a true game-changer, ranking No.1 in the Automotive category, with a 2023 valuation of $67.7bn. Brands need to continue investing in brandbuilding, product and market diversification to grow. In the current macroeconomic environment, it remains possible to find growth in any category and territory with the right strategy focused on establishing and maintaining strong connections with consumers. This new edition of Superbrands East Africa marks an important milestone in the development of our company as we have now published more than 600 books worldwide with just over 41,000 presentations for the leading brands across 90 countries, and globally we have sold more than 3.5 million copies of Superbrands. The brands selected for inclusion in this publication have undergone a rigorous selection process through independent research and Council gradings. Each qualified brand has been provided with a special Superbrands Award Seal which confirms its Superbrands Status, and when you see the Seal associated with a brand you know that you are dealing with a trustworthy product or service and a leader in its field. Many of the brands featured in this edition of Superbrands are also be featured on the Superbrands TV channel, and you will be able to see interesting presentations about these great brands on the channel which highlight their history and brand achievements. SBTV is very popular with consumers worldwide and has around 11.5 million video views. As well, many of the CEO’s behind these great brands appear on our “CEO Interviews” channel where you can gain a deeper understanding about how these CEO’s have built their brands in East Africa. Hundreds of CEO’s from the most successful brands across a dozen countries have told their interesting stories on the Superbrands CEO Interviews Channel. We would especially like to thank Jawad and Nishat, and all the members of their team for their outstanding work in bringing this book together. They have worked tirelessly through the research, writing, design and marketing programmes necessary to provide us with this book. Welcome Stephen P Smith Chairman Superbrands Ltd.

Impact: Brands featured in the Superbrands publications have a regional footprint, transcending geographical boundaries and resonating with diverse cultures. Strategic Branding in the Superbrand Echelon: Being a Superbrand is not a stroke of luck; it’s the result of hard work and meticulous branding strategy. From brand positioning to marketing campaigns; Superbrands invest in shaping perceptions, creating a narrative that captivates consumers and sets them apart from the competition. The Superbrand Legacy: The concept of the Superbrands publication as part of the award is there for a very specific reason. Awards are a fleeting moment of glory; they get put on a shelf and are forgotten. The publication is a way of saying “Thank you” and sharing the achievement with employees, loyal customers, suppliers. It’s also an excellent attestation of the brand for future customers and partners. Most importantly, it’s an affirmation of a brand’s enduring legacy. Superbrands aren’t just leaders for a season; they are torchbearers, inspiring the next generation of brands to aspire to greatness. We do hope you enjoy the Superbrand publication and the unique stories of each brand. Congratulations on being a Superbrand, where your brand is now forever a part of the elite award that is in over 85 countries. It is with great pride that I present to you the 8th Superbrands publication. In the expansive realm of branding, where companies strive for distinction, the Superbrand status stands as a testament to unparalleled excellence. The publication, an integral part of the award, serves as a chronicle of each brand’s story, highlighting the evolution of the brand and their ascension to prowess. Superbrands Status: The epitome of branding excellence; when one achieves “Superbrand Status,” it is much more than just being highlighted in the Superbrands publication and receiving an award. It’s an accolade for all the work that each and every individual has put in to create not just a top-quality product/service, but to build one of the most recognised brands in the region. This is no easy feat and deserves to be celebrated internationally. Our job is to help you celebrate this mammoth achievement. The Essence of Superbrand Recognition: Branding isn’t just products or services; it is when the image of your identity has successfully etched its presence in the collective consciousness. When a brand is truly at its paramount, it transcends all languages and demographics. You know you have achieved this when your brand is recognised regardless of the language the logo is in or if the actual product is referred to by your brand’s name. This is what we refer to as branding “Excellence.” All the brands featured in this Superbrands publication are iconic brands, and we celebrate the meticulous effort, strategic thinking, and unwavering commitment to excellence that propels them to the forefront of their respective industries. A perfect example of this is when people want to photocopy something; they say they want to “xerox it.” This is true, not just in certain areas but globally. What creates a Superbrand: It isn’t just a catchy tagline or an eye-catching logo. It’s a combination of factors that are perfectly balanced to create brand awareness and loyalty. Consistency: Superbrands maintain a consistent identity across diverse touchpoints, fostering instant recognition and trust among consumers. Innovation:The ability to evolve and adapt without losing core values is a hallmark of a Superbrand. They lead, not follow, in the ever-changing landscape of consumer preferences. Customer-Centric Approach: Superbrands prioritise the customer experience, going beyond products or services to create lasting emotional connections with their audience. Authenticity: Genuine and transparent, Superbrands build trust by aligning actions with their brand promises, creating a narrative that resonates with authenticity. Foreword Jawad Jaffer Project Director and Associate Publisher Superbrands East Africa

Storytelling has for years held a special place in the dynamic African culture. It is a vital component of the rich cultural heritage, in which narratives that have been passed down through generations serve as reservoirs for knowledge, morals, history, and identity. This timeless craft of storytelling is now creating a sizeable niche in the vibrant world of African marketing, delivering engaging tales that connect strongly with a wide range of audiences. At its core, marketing is a form of storytelling. It entails developing a compelling narrative around a product, service, or brand and delivering it to the target audience. Marketers can create a story that emotionally connects with their target audience by being aware of their needs, wants, and aspirations. African brands have the opportunity to take advantage of this approach thanks to their deeply ingrained understanding of the cultural significance of storytelling. They have the ability to craft captivating tales that not only spark the interest of their audience but also help them feel connected at a much deeper level. Different kinds of stories appeal to various audience segments in the diverse African market. Here are a few illustrations: • Empowerment Stories: Stories of empowerment resonate strongly on the African continent where many communities continue to face socioeconomic difficulties. Brands that can demonstrate how their goods or services aid in individual or collective empowerment, tend to develop deep emotional bonds with their target audience. For instance; A micro-finance organisation can share success stories of individuals who have received small loans to start their own businesses. In their stories they could highlight the impact of financial empowerment on poverty reduction and economic growth. • Heritage stories: African heritage and cultural stories have a tremendous amount of emotional impact. They encourage pride and help people reconnect with their ancestry. Such narratives show brands’ respect and recognition of the local culture, which deepens their connection with customers. A good example is a fashion brand that collaborates with local artisans to incorporate traditional African prints and craftsmanship into their designs. They could emphasise the cultural significance of these textiles and showcase the stories behind each piece, creating a sense of pride and heritage among their customers. • Stories of Innovation: As Africa continues its digital transformation journey, audiences are captivated by tales of technological innovation. These tales exhibit an introspective viewpoint that is consistent with the aspirations of a young and tech-savvy population. To illustrate this; a good example is an energy company that introduces solar power solutions tailored for off-grid communities. The energy company could captivate its target audience by sharing stories of how these innovations have transformed lives by providing clean and affordable electricity, improving living standards, and stimulating economic activities. The following steps can be taken by brands who want to use storytelling as a powerful tool in their marketing campaigns: • Recognise Your Audience: Identify their demographics, needs, desires, and pain points. This knowledge will help you create a story that resonates with them on a personal level. You can write stories that reflect their experiences and connect with them. • Create authentic stories: Authenticity is essential in storytelling. Create organic content that resonates with your target audience. Be true to your brand values and avoid exaggerations or false claims. Authentic stories are more relatable and can help build trust and a sense of belonging with your audience. • Involve the Community: Get involved with your local area and include its stories in your brand narrative. Encourage your audience to become part of the story by creating opportunities for them to engage and share their own experiences. This strengthens the bond with your consumers. Involve your audience through local collaborations, community events and initiatives, crowdsourcing as well as user generated content. • Utilise Multiple Channels: Tell your story through several kinds of traditional and digital media. A multidimensional strategy makes sure that a large audience discovers the message you’re trying to convey. Brands can utilise TV and printable material as traditional media, social media and blogs as digital media and incorporate events and influencer collaborations for experiential marketing. Brand storytelling has transformed from being a mere luxury to becoming an essential component in marketing as it holds the secret to maximising your company’s visibility, profitability, and influence. It goes beyond enhancing the perceived value of your brand and could even surpass factual information in terms of making an impression on your audience that will last because stories can be more memorable than facts. Drawing upon my 13 years of experience working as a Marketing director for one of Africa’s largest conglomerates, I have come to recognise the transformative potential of the stories we tell. “Storyteller: Build a Story for Your Brand, Capture Hearts, and Transform Your Business.” is the book that I authored on the importance of brand storytelling in the African context because I believe that in the dynamic and ever-changing African business landscape, this is essential especially for companies seeking to thrive and leave a lasting impact. African companies can build enduring brands that resonate with customers, drive positive change, and shape a brighter future for the continent by harnessing the power of storytelling. Ultimately, the art of storytelling provides African marketers with a powerful tool to develop a strong emotional bond with their target audience that transcends merely business dealings thus standing out in the face of competition and creating a lasting impression. STORYTELLING IN MARKETING: AN AFRICAN PERSPECTIVE Introduction Fatema Dewji Director of Marketing MeTL Group

As Chief Growth Officer for Kantar in West, East, and Central Africa, rarely a week passes without one of our partners asking for insights on the power of brands to drive growth in Africa. We are proud to collaborate with Superbrands in these dynamic markets because there is so little information in the public domain to help brand managers gain the insights needed to shape brands of the future. Superbrands Volume 8 is another valuable piece of the puzzle that helps change the narrative and provide valuable answers to these crucial questions. One driver behind this thirst for data is that over the last decade, East Africa’s frontier economies have been amongst the fastest growing in the World. Investments in infrastructure, a youthful and educated population, and digital technologies, all converged to create a sense of optimism about the future for the people and the economies of the region. But, given the turbulence we’ve seen over the last few years, is there still a case to be made that we should be optimistic about Africa’s future? The purpose of this article is to contextualise how people across the continent are reacting in challenging times and what that means for brands and businesses that are looking to connect with them. Many of the insights are drawn from Kantar’s 2023 Africa Life study, which talked to over 5,000 consumers in Kenya, Tanzania, Uganda, and Ethiopia, as well as Nigeria and Senegal, about their lives, their values, and their aspirations. First off, it’s impossible to deny that economic turmoil driven by COVID, regional and global conflicts, increased political instability, and the accelerating climate crises have all had an impact, and mean many people are questioning whether African nations can sustain and maintain the gains they’ve seen in recent years. At Kantar, we argue that they can, and that there is still a strong case for investing in brands in Africa. One reason for this, and something that strikes me again and again, and which is been born out in every iteration of Africa Life, is the incredible positivity of people across Africa, often in the most trying of circumstances. In survey after survey, people are shown to be more optimistic than their counterparts in other countries around the World, whether they are asked to think about their personal circumstances or those of the country at large. There is an entrepreneurial drive and an energy to build a better life that makes the region stand out. For example, large majorities across all East African countries tell us they feel they can launch a business and drive their destiny, and this is significantly higher when compared to people elsewhere in the world. Nigerians are leaders in this entrepreneurial spirit, followed closely by Ethiopians, more than 90% of whom say they feel they can build a successful business. Maybe it’s the adage that necessity is the mother of invention, but for me it is something different. It speaks to an aspiration, a desire for a better life, and a desire to build a better future for our Children and communities that fuels this entrepreneurial spirit across Africa. The flip side of that coin is that where people feel thwarted in their ambition, they do a natural thing; they aspire to leave and build a better life elsewhere. Whilst an entirely rational response at the personal level, this does pose serious challenges in terms of talent loss and brain drain in the countries affected. There are stark regional difference on this issue. In Nigeria, Kenya, and Uganda solid majorities say they want to leave Africa and start a new life elsewhere. This contrasts with Senegal, Tanzania, and Ethiopia, where only a third have the same aspiration. Another word that comes up again and again when talking about Africa is the idea of resilience. To me, resilience is optimism in the face of adversity, and it is an enduring feature in all the African countries Kantar operates in. That said, the last few years have taken a toll. We can’t deny that. This is the fourth year in a row where peoples’ optimism about their current situation, and of the future of their country has declined. In Nigeria for example, people’s sense of optimism about their current personal situation is down 28 percentage points since 2019. In Kenya it is down by 20 points, and we can’t deny these numbers are tough. Looking from East to West there is an interesting divide. In West Africa, there is a sense that things can’t get much worse and that better times are coming. Let’s call it a darkest before the dawn attitude; people tell us they feel very pessimistic about their current circumstance but relatively optimistic that their countries will turn the corner and things will start to get better in coming years. In East Africa, the opposite applies. People are less pessimistic about their current situation, but feel things are likely to get worse before they get better. This is particularly pronounced in Kenya and Tanzania, and that is the reason we are employing the term Kujikaza to help brands understand what to face in coming years. Kujikaza literally means ‘brace’ in Swahili, as in brace yourself, things are going to get tough. As people prepare for an extended period of economic hardship, they are naturally taking steps to protect themselves by marshalling their limited resources for the long term. The resurgence of the Kadogo Economy in both Kenya and Tanzania is a good example of this. “Kadogo”, which means Small or Little in Swahili, was a popular term around 10 years ago to describe consumer habits in these countries. It was all about stretching your money further by purchasing the smallest pack sizes, buying cheaper or unbranded products, and shopping in traditional outlets like kiosks rather than modern shops. It meant consumers were making frequent, small purchases, of low-cost items either as a coping mechanism, or because this was all their incomes allowed. The intervening years of economic growth saw a steady shift towards modern trade with a reduction in the number of shopping trips as basket sizes grew, people purchased bigger pack sizes, and generally gravitated towards wellknown brands. The challenges of recent years have reversed this trend and we see consumers reverting to the habits of the Kadogo economy. This poses a challenge to brands and will require adjustments to the marketing mix in terms of distribution, pricing, and branding. If you are running a business or managing a brand in Africa, you need to know how people are reacting and adapting to these pressures to better meet their needs, and that is where studies like Superbrands and Africa Life can help So, given this challenging environment, why are we so optimistic about the future of Africa? Well, it’s because where there is hope, there is opportunity. We do expect the next few years will to be tough, but the underlying fundamentals of these youthful, aspirational, and innovative societies, empowered by technology haven’t changed. Africa is going to rise, and it is going to rise with or without you, and if you want to be part of this journey, you need to understand the complexity and diversity that is a hallmark of the continent. You need to be able to separate the trends from the fads, and you need to understand what really matters to people in the here and now, and what this means for your brand. This is why the insights contained in Superbrands Volume 8 are so incredibly valuable; they will give the information they need to develop and cutting edge and to compete sustainably in some of the World’s most exciting and dynamic markets. THE CASE FOR BRANDS IN EAST AFRICA Introduction Daniel Oseman Managing Director and Chief Growth Officer West, East, and Central Africa Kantar East Africa

SUPERBRANDS TV IS A SERVICE OFFERED EXCLUSIVELY TO CLIENTS OF SUPERBRANDS. THROUGH OUR PRODUCTION TEAM IN NEW YORK, BRANDS WHICH HAVE ATTAINED “SUPERBRANDS STATUS” CAN NOW BRING THEIR PRESENTATIONS IN THE SUPERBRANDS BOOKS TO LIFE THROUGH VIDEO PRODUCTIONS. SBTV CREATES HIGH QUALITY VIDEO FOOTAGE FOR OUR SUPERBRANDS CLIENTS. BRANDS CAN USE THIS FOOTAGE TO PROMOTE THEIR BRAND STORIES AND SUCCESSES TO THEIR CLIENTS, INVESTORS, SHAREHOLDERS, STAFF, CUSTOMERS AND BRAND SUPPLY CHAINS. MANY WILL INCLUDE THIS FOOTAGE ON SOCIAL MEDIA OUTLETS SUCH AS FACEBOOK, GOOGLE, INSTAGRAM, LINKEDIN, YOUTUBE AND COMPANY WEBSITES. The SBTV productions mirror the text and images from the brand presentations in the Superbrands books and is the most effective way to digitally showcase the brand’s strengths and ‘Superbrands Status’ to a wider audience of consumers. Brands may select from a variety of brand video options, ranging from longer brand videos encompassing most aspects of their Superbrands book presentation, to more focused videos highlighting a particular category. Brands may also select between a professional voiceover artist, or realistic AI voiceovers which utilises the latest AI technology. SBTV’s high quality video footage provides brands with an additional medium to promote their brand stories and successes to their clients, investors, shareholders, staff, customers and brand supply chains. Many will include this footage on Social Media outlets such as Facebook, Google, Instagram, LinkedIn, YouTube and Company Websites. In addition, the QR codes for SBTV brand videos can also be used across a brand’s abovethe-line marketing channels, such as television, print and billboards. Currently, Superbrands TV has produced more than 250 brand videos, for brands spanning 40 industry sectors and 27 countries. These brand videos have generated more than 11 million video views and over 35,000 subscribers to the Superbrands TV YouTube channel: www.youtube.com/superbrandstv Benefits of Superbrands TV SuperbrandsTV is a wonderful and long lasting presentation about the brand which can quickly and easily promote the brand’s story, strengths and products, via a simple link which can be shared with: • Directors, Shareholders and Investors; • Senior Management, Key Executives, and Staff; • Important clients and suppliers; • Journalists, researchers and academics; • Public Relations and Advertising Agency personnel; and • Consumers. SBTV is a simple and effective way to showcase a brand’s achievements and ‘Superbrands Status’ through a digital delivery platform; SBTV helps brands to promote their brand values, current initiatives and social corporate responsibilities to consumers and key individuals; SBTV provides a quick and practical platform to educate employees and staff about the interesting and unique story of the brand, as well as its latest products, developments, initiatives, achievements and ‘Superbrands Status’; SBTV allows brands to engage with consumers via social media and inform them about the Superbrands TV

history of the brand and its newly awarded ‘Superbrands Status; Suggested Uses of Superbrands TV SuperbrandsTV can be used in a variety of ways to showcase a brand’s story and promote its prestigious ‘Superbrands Status’: • Many SBTV clients have linked their SBTV Brand Video to their website and news feeds to inform clients of their ‘Superbrands Status’ and achievements, as well as promote their brand’s history and products; • Clients have also created posts and links via social media platforms, such as Facebook, Instagram, Google, LinkedIn, Twitter and YouTube to promote their interesting and unique brand stories to consumers and suppliers; • Other clients have used their brand video internally to educate their employees and staff about current products and initiatives; • Some clients have used their SuperbrandsTV Brand Video as an infomercial on local television to showcase their new products; • SBTV clients have also used their QR Code alongside their Superbrands Award Seal to engage with customers and inform them of other products. • Many clients have used their Brand Video at trade shows, conferences, seminars and conventions to promote the brands recent developments, initiatives and products. For More Information: www.superbrandstv.com 7 Years Established 27 Countries 40 Industries 250 Brand Videos 38,300 YouTube Subscribers 11,618,491 SBTV Video Views

The Superbrand Recipe What Makes a Superbrand by the East African Superbrands Council Zenith East Africa Limited – Advisory Services Esther Ngomeli Founder / CEO Over the last few years, we have seen progressive organisations align their business and growth strategies by adopting strong commitments towards sustainability, while addressing material issues from environmental, social and governance (ESG), in a more transparent manner. Recent research indicates that organisations with robust ESG programs and with high performance ratings, generate more shareholder value. Simply put, Superbrands will be the organisations that have strategic foresight of creating long-term value by taking into consideration how their organisations operate in the ecological, social and economic environments, while fostering strategies that guarantees their organisations longevity and profitability. Chandaria Industries Dr. Darshan Chandaria Group CEO and Director A Superbrand is a highly respected brand in a class of its own with an unmatched level of respect. It signifies the brands unrivalled demand amongst consumers and customers. Achieving Superbrands status elevates a brand’s reputation, instils trust, and assures customers that they are choosing the very best in the market. Superbrands possess a unique combination of emotional and/or tangible advantages over their competitors, which consumers consciously or subconsciously value and are willing to pay a premium for. Being recognised as a Superbrand is a testament to a brand’s outstanding qualities, further reinforcing its position as a leader in its category. Apex Holdings Ltd Michael Okwiri President A brand is a unique combination of a company’s name, logo, design, messaging, and overall identity that distinguishes it from its competitors and creates a perception in the minds of consumers. It encompasses the tangible and intangible qualities associated with a company, product, or service. A brand is not just a visual representation or a logo; it represents the overall reputation, values, and promise that a company makes to its customers. It is the sum total of a company’s identity, including its mission, vision, positioning, personality, and the emotional connection it establishes with its target audience. A strong brand can differentiate a company from its competitors, build customer loyalty, and influence consumer behaviour. It helps consumers recognise and remember a company and its products or services, and it can evoke positive associations and emotions. Brands often develop their own personality and narrative, which contributes to their overall image and perception in the market. Creative Edge Ltd Prital Patel CEO A Superbrand is characterised by its ability to command recognition and trust, thereby establishing a robust reputation within its domain. Such a brand not only enjoys steadfast patronage but also earns it through its unwavering commitment to quality and an impeccable reputation, all while making a positive impact on society. Achieving Top of Mind Awareness is a significant milestone, resulting in an increased market share Superbrands are instrumental in establishing industry benchmarks, functioning as pioneers of excellence in key areas including quality, innovation, and customer relationships. Agnet Group Rashid K.Tenga CEO In the dynamic landscape of East Africa, the need to build enduring brands has reached unprecedented significance. Our region is experiencing substantial economic growth, and with it, an expansion of the consumer base. Further, we are witnessing heightened competition, both from within and beyond our borders. The globalisation of markets necessitates the creation of brands that resonate not only locally but also on an international scale. The rapid adoption of technology in East Africa has reshaped consumer behaviour. Today, consumers in this part of the World are becoming increasingly sophisticated and discerning. It is with this understanding that, the imperative of building long-lasting brands in East Africa is a strategic necessity given the evolving economic, technological, and social landscape. Ipsos Tanzania Doreen Bangapa Country Manager A super brand is brand has the ability to effectively connect with the consumers [people] by understanding them, their personal context [what’s happening in their lives and the world around them], meet their needs and expectations and add value their lives, thus having a competitive advantage over other brands. It is a brand that remains true to its value proposition all the time, it’s unique and authentic. A super brand gives the premium customer experience, stays vigilant about consumer needs and constantly innovates to meet them where they are. It’s a brand that people desire at the moment of choice.

The Business Monthly EA magazine Dr. Hanningtone Joel Gaya PhD FIMI EBS PUBLISHER/CEO A Superbrand is one that is easily identified and selected during a purchase decision process. Its use or consumption exceeds customer expectations. It has earned its place and continues to defend by proactive improvement. Sameer Group Sameer Merali Chief Executive Officer Superbrand ~ Brand that is synonymous with good quality, exceptional customer experience and products/services. It’s a brand that is superior in its offering as compared to its peers. A Superbrand exhibits characteristics of quality, consistency and innovation. All stakeholders are proud to be associated with a Superbrand as it has the credibility they are proud to be part of and associated with it. A big part of being a Superbrand is the trust your partners put in you - from process, quality control and finally to the end product. They know all the parts of the process or product have been thoroughly checked and all strict guidelines followed. In today’s ever changing world, innovation is critical for a Superbrand to be relevant. Superbrands are fully aware of this and invest heavily to ensure their products are dynamic and versatile. Brand Integrated Consulting Tom Sitati Partner A superbrand must have proven quality, reliability and distinction; but as the world evolves and the consumer becomes more “human” so must the definition of a superbrand evolve. The modern consumer wishes to assess brands based on why they exist, what they believe in and how they wish to have a positive impact on humanity. The real superbrands know that they have a super power to change the world, better lives, and in so doing, make more than just a profit. The real superbrands are genuine about making a difference and have this at the core to their very existence. Bidco Africa Limited Dr.Vimal Shah CBS Chairman As a proud member of the business community in Kenya, I define a Superbrand as more than just a renowned name; it’s a trusted partner in our everyday lives. A Superbrand is a beacon of excellence, crafted through unwavering dedication to quality, innovation, and customer satisfaction. It’s a symbol of reliability that resonates with our diverse and vibrant Kenyan culture. Superbrands, like those nurtured at Bidco, have the unique ability to unite communities, setting the standard for our industry and beyond. These extraordinary brands are not just labels; they are cherished companions on our journey, earning their place in our hearts and homes through consistent, exceptional performance. Republic of Uganda Hon, Evelyn Anite Minister of State - Finance, Planning, and Economic Development (Privatization and Investment) A superbrand is a brand that is excellent, consumer satisfactory, pace-setter, innovative and always versatile. It’s a brand that consumers identify with, are willing to pay their hard-earned monies to purchase and fight to honour and keep its reputation. A superbrand builds for the future. And in doing so, it embodies consumer satisfaction, competition, innovations and versatility. Knight Frank Mark Dunford Chief Executive Officer What defines a brand as a “Super Brand”? I believe that it is not the scale of the revenue or number of employees that make a brand stand out as exceptional. I believe it is the position it holds in the mind of the consumer. A stature within its specific sector that automatically conjures up thoughts of quality, integrity, and expertise. These are “household names”, brands we know and have known a long time, even if we don’t necessarily know that much about them or what they do. They are to their industry what Michael Jordan was to basketball. Ogilvy.Africa Vikas Mehta Chief Executive Officer, Sub-Saharan Africa In a brand, look for a healthy combination of success and significance; where success lies at the heart of business, while significance lies at the heart of society and its communities. To call a brand Superbrand, it’s a prerequisite to win in the marketplace. This could be in terms of market position, market share, strong margins, consumer preference, brand affinity and other measures of brand equity. Doing well on some, if not all of these is necessary. But these factors alone are not enough. What’s equally (and perhaps more) important is the impact the brand makes on its communities, the society and on the planet at large. A brand that does more than lip-service to making a positive impact is more likely to have a scalable and a sustainable future. Magic happens when a brand is able to do both, simultaneously Vantage Communications Group Grace Achire Labong CEO When I was growing up in the village, we had small village shops with standard basic home requirements. Our regular shopping includes toiletries like toothpaste, bar, and powdered soap. My grandmother would send me to buy things, and one of the things she often told me was to buy Colgate. The shopkeeper would give me any toothpaste available, and we were happy. Then, I didn’t understand branding. Now, it makes sense that when a brand becomes synonymous with a generic product or service, that is a Superbrand. Colgate is a toothpaste, but not every toothpaste is Colgate. Tell that to my grandma! It is easy to understand branding in products FMGs, fashion, and luxury. But for a national government department of Tax, or church or municipality, branding is an alien concept.

MARKET Grain Industries Limited is one of the leading millers in Kenya. Even though they have only been in the market for six years they have made a massive impact with their diverse product range consisting of wheat and maize-based products. Part of their success is that they have a diverse distribution network spanning five regions across the entire nation.The products’ quality and availability is what has helped make them the most popular and loved household brand. Ajab flour is an exceptional premium quality flour, that is hygienically produced to guarantee the enhancement of the living standards.The products cater to the discerning consumer looking for quality, value for money and satisfaction in the flour-based meals they make for their families. The core target audience comprises of women aged between 25-45 years.These women; single or with families, live predominantly in peri-urban areas. They are frugal but willing to spend when it comes to assured quality.They are very informed and exposed to different media across.They believe in hard work based on their hands on approach to life. The brand has achieved great success in the last six years, having acquired a significant market share of the total wheat flour market by end of first year. They did this by achieving brand awareness target of 80% in the first six months of their launch. Grain Industries Limited achieved this acclaim by successfully positioning the Ajab brand and setting trends for new and future brands to come. Today, after their continued “consumerfirst” brand engagement, brand education and engagement online; Ajab is currently ranked as one of the fastest growing FMCG brand in Kenya online by social bakers. ACHIEVEMENTS Through a rigorous product quality framework and unwavering adherence to quality, GIL has made certain to only pick and produce from the safest grain, assuring their consumers nothing less than optimal quality. Through commitment to ensuring quality product output and standards, they have gained many accolades: 2021 • Superbrands Status: Recognition for being one of the country’s top brands. • Toxin Safe: Ajab recognition as a “Toxin Safe Organisation”. Grain Industries Limited is one of the companies recognised as an aflatoxin safe organisation that offers safe, healthy and quality products for consumption. • FSSC 22000 award / ISO Certification FSCC 22000: Through its rigorous quality framework Grain Industries Limited acquired the FSSC 22000 certification-Version 5 (latest version) that positions them as the most flour secure brand in the country with an ISO recognition implemented requirement of the standards 1.22000:2018 and 2.ISO/TS/220021:2009 receiving a certificate of ISO 22000. 2019 • Kenya National Chamber of Commerce and Industries (KNCCI) Awards: Awarded Best Growth Strategy Company. 2018 • Kenya National Chamber of Commerce and Industries (KNCCI) Awards: Awarded Best Customer Focus Company. 2017 • Kenya National Chamber of Commerce and Industries (KNCCI) Awards: Awarded New business of the year. HISTORY Grain Industries Limited strategically built a state-of-the-art mill in Mombasa, the gateway for all imported wheat coming into the region. This gave them an advantage of having first pick of the finest grain and allowing them to create their flagship product, Ajab Fortified All Purpose Home Baking Flour. The production of one superior product was the start of what is now a household name. Initially, the new product was unknown and untested. Ajab had to find a way to persuade the market to embrace them. They had to convince the modern and general trade to stock their products and consumers to try them. Each region had a competitive brand that had strong heritage and consumer preference, this did not deter them. In fact, it motivated them even harder to win over their loyalty and trust. GIL set themselves a target to sell 100% of the new capacity and acquire a significant marketshare of the total branded wheat flour market. This was possible through: Innovative products: GIL ensure that they improve the living standards of consumers by providing them with world class quality products and services as well as value for money. This is achieved through a rigorous quality framework built in their systems right from raw material sourcing to the mill and into the market place. Nationwide distribution: That builds on the strength of partnerships with distributors, supermarkets, small business operators across the country as well as own-managed distribution points and a market feedback mechanism that enables a quick turnaround time. Penetrative pricing: strategy that consumers would find attractive. Marketing activities: Both ATL and BTL that 12

ensure Ajab is top of mind to the consumers and that the consumer interacts and engages with the brand wholesomely. Trade marketing activities: That would maintain healthy relationships with key outlet partners. Technology: The sales and customer service teams use technology to manage customer expectations in order to deliver exemplary service. World class and motivated sales force: Their aim was to be among the top five milling companies in Kenya by the end of 2018. This was achieved within a year of their launch. PRODUCT • Ajab Fortified All Purpose Home Baking Flour • Ajab Fortified Sifted Maize Meal Flour • Ajab Fortified Mandazi Flour • Ajab Fortified Atta Mark 1 Flour • Ajab Fortified Self Raising Flour • Umi Fortified All Purpose Home Baking Flour • Umi Fortified Sifted Maize Flour • Lotus Fortified All Purpose Home Baking Flour • Asli Fortified Bakers Flour • Umi Fortified Standard Bakers Flour RECENT DEVELOPMENTS UMI and LOTUS Brands In a bid to offer quality products to all level of consumers, GIL also launched the Umi and Lotus brands into the market. They took the time to understand that people, regardless of their spending power deserved a good quality product. This inspired them to create alternative consumercentric brands that are more pocket friendly. UMI Home Baking Flour, UMI Maize flour and LOTUS Home Baking Flour made from GIL quality wheat and maize grain were made available in several key stock units. Asli Bakers Flour and Umi Standard Bakers flour Asli bakers’ flour and Umi Standard Bakers flour were later introduced to cater to commercial and large-scale kitchens. Specifically, those used in institutions and the hospitality industry and also bakeries, noodles and biscuit manufacturers across the country PROMOTION GIL took the brand conversation where their predecessors could not dare, into public eye for scrutiny. They launched exciting “above-the-line” and “below-the-line” activities that positioned their products, making sure that everyone knew who they were and what made them stand out. They also guaranteed the easy availability of the products made for the everyday wananchi’s use. They made sure that they created visual appeal through full colour packaging that stood out. They wanted their product placement and visibility to stand out by differentiating themselves from their competitors. BRAND VALUES Mission To consistently improve the living standards of customers by providing them with world class quality products and services for value for money, that would meet and exceed stakeholders’ expectations through innovation and technology. Vision To be the number one consumer goods company in Africa and beyond. Growth Be passionate in all-round growth of their employees, customers, suppliers, partners, shareholders and community at large. Responsibly Act responsibly. Ensuring the safety of the people, processes and products. Contributing to the wellbeing of the local communities and care for the environment. Respect and embrace diversity. Authenticity Be honest and genuine in all interaction with all stakeholders. Earn a reputation through transparency, integrity and accountability. Innovativeness Embrace continuous improvement in people, processes and systems delivered through responsible creative solutions and technology Networking Strive to develop a network of trusted, committed and long-term partners to sustain the existing and develop new markets. www.grainindustries.com Things you didn’t know about Ajab Ajab’s name is now used in many neighbourhoods as a greeting, a slang term used to mean that things are good. Ajab’s parent company, GIL’s products have grown a life of their own, shocking everyone with how in demand they are, not just in general and modern trade but also by the number of local traders and home bakers who swear by its delivery. Ajab’s social media pages on Facebook, Instagram, Twitter and YouTube have grown to a reach of over 14.4M , over 40M Views and more than 7M in engagement in recent campaigns. Ajab’s parent company, GIL has a state-of-the-art hygienic mill and equipment that ensure from grain to flour, the product touches no human hand until it is sealed off in its full colour pack when it is being loaded on and off their trucks.

MARKET Whether a single-store, local business, national chain or global brand; Alliance Media has a wide range of outdoor advertising products to assist in the growing and building of businesses and brands across 23 African countries. Their product range covers all Out of Home (OOH) advertising options from airport advertising to landmark outdoor sites, spectacular billboards, digital and static billboards, street furniture and mall media. Alliance Media’s entrepreneurial spirit and business approach combined with its in-depth local market knowledge makes it the best outdoor media option.Their eye for the African continent ensures that the client is assisted in building great brands that will be seen all over Africa. Within Alliance Media’s six product categories, they are able to offer 25,000 sites across 23 African countries. Each site within an extensive portfolio can be individually handpicked to meet brand’s objectives. Alliance Media’s knowledgeable media sales executives will work closely with clients to assist them with relevant product and site selection for the brand, target market and budget.They have an unprecedented understanding of target locations, knowing how to reach the right target audience and how to optimise powerful outdoor media campaigns. Outdoor and Airport Advertising comprises of: • Airport Advertising • Landmark Outdoor • Spectacular Billboards • Billboard Advertising (Digital and Static Billboards) • Street Furniture Advertising Mall Media OOH advertising is targeted at any company or brand wanting to increase their brand awareness and drive response. OOH is used to: Casts a wide net and reach to as many consumers in the market as possible or target niche markets via specific platforms Alliance Media’s 25,000 sites are spread out across all income spectrums. From international airports, where advertising targets business travellers, decision makers and high income earners; right across to the lower end of the spectrum where a rural billboard carries advertising messages talking to lower income earners, in difficult-to-reach areas of African countries. ACHIEVEMENTS Alliance Media is widely recognised as the Pan-African leader in outdoor and airport advertising, with the widest coverage on the African continent. Alliance Media is proud to be recognised by the industry on numerous occasions through a number of awards that further reaffirm their market leadership position throughout Africa. Alliance Media was awarded the European Union Medal for Premium Innovative Media. The numerous PMR accolades awarded to Alliance Media over the years are representative of their culture – the passion, the energy, the flexibility and the deep understanding of Africa and the client’s needs. Alliance Media has been recognised for the past nine consecutive years as the Best Outdoor Advertising Company in multiple countries. This is testament of their leadership position in the markets. Alliance Media has also been awarded as a Superbrand in East Africa for the past five years, underpinning the fact that Alliance Media understands the importance of creating a strong brand. Alliance Media was the first Pan-African Outdoor Advertising Company to take the idea of uniform advertising structures (and therefore campaigns) across multiple countries, through a single point of contact. This attracted big brands such as Coca-Cola,Visa and Standard Chartered Bank who chose Alliance Media as a supplier of high quality and consistent outdoor advertising. Alliance Media has recently sponsored 5,000 trees through “Trees for the Future” to contribute to the company’s goal of reducing their carbon footprint. This initiative shows Alliance Media’s commitment to the continent and its pledge to grow brands in Africa and to keep Africa growing. HISTORY Alliance Media was started in 1997 in Zimbabwe.The Company started with a simple idea, to provide shelter to many commuters waiting long hours for transport in harsh rain and sun.The Bus Shelter concept was born and funded through advertising. An alliance between the city councils, advertisers and a company was created. From the beginning, the name Alliance Media was given to show all that they believed in; partnerships working together and the forward thinking. Coca-Cola was Alliance Media’s first client on the bus shelters. With their support and the success of bus shelters the company quickly expanded into other mediums and began its quest to become a truly African outdoor media owner. Those humble beginnings have evolved into what Alliance Media is today. 14

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