SUPERBRAND 2025 – BUSINESS TO CUSTOMER SURVEY

Zambia Institute of Marketing in partnership with Expert Insights Research (XIR) are conducting research into Zambia Superbrands. In this research we seek feedback from company representatives about the products and services they use. This is an annual consumer research done amongst top brands in the country with a view of awarding the seal of excellence to the deserving top brands. All information and views are treated with the strictest of confidence. Your individual opinions will not be disclosed to anyone but will be grouped together with other survey responses and analysed together. We would be very grateful to hear your own opinions and perceptions on this subject.

By completing the questionnaire you authorise ZIM to include your feedback in this survey

To start off, we define a Superbrand as:

“A Superbrand is a brand that has shown consistency. By consistency, I mean a brand that has withstood the taste of time, a brand that delivers its promised benefits fully every time, everywhere and at the right price. A Superbrand is also a brand that has become top of mind and a brand that has dominated its market over the year. Brands (could be companies, products or services) that are performing well above others within their market”.

Q1. With this in mind, and as a representative of your organization, which business-to-business brands in Zambia do you think are Superbrands? You can mention up to 8 brands in total from any sector

Q2. Now I want you to look at these brands which have been said to fit the description of a Superbrand (SHOW CARD OR INSERT PICTURES) (could be companies, products or services) and tell me which 4 brands you think are Superbrands?

Q4. Looking at the brands, you have listed above. I want you to evaluate them by rating these brands on a scale of 1 to 10, with 1 being the lowest and 10 the highest score. You are free to choose any number in-between 1 and 10.

Q4.1 Customer Service or your product experience (Customer service/ Brand Experience)

Q4.2 Accessibility (Product/ Service accessibility)

Q4.3 Price (Product/ service pricing)

Q4.4 Repeated  purchases  (Product/ Service loyalty)

Q4.5 Product Innovation (Is the brand evolving to meet customer needs & expectations (Innovation)

Look at these business-to-business brands in Zambia. Which ONE brand do you think is a Superbrand according to their sectors?