SUPERBRAND 2025 – BUSINESS TO BUSINESS 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 survay responses and analysed together. We would be very grateful to hear your own opinions and perceptions on this subject.

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 business-to-business brands which have been said to fit the description of a Superbrand (LIST THE BRANDS OR SHOW CARD) (could be companies, products or services) and tell me which 4 brands you think are Superbrands?

Q4. Looking at the business-to-business brands that you have just mentioned, evaluate them by rating them 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 Perceived market dominance (i.e., the brand  holds a perceived significant share of the market for its goods and/ or services)

Q4.2 Brand resilience (i.e., the brand possesses or displays the qualities and attributes necessary to make it resilient to negative market influences)

Q4.3 Customer goodwill (i.e., the extent to which consumers favorably perceive the brand without questions or doubts)

Q4.4 Customer Loyalty (i.e., the brand is repeatedly and automatically chosen by its consumers over competing brands)

Q4.5 Market Acceptance (i.e., the extent to which consumers adopt and accept a product or a service)

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