The third edition of the prestigious World Branding Awards saw 210 brands from 30 countries named ‘Brand of the Year’ in a ceremony held at London’s Kensington Palace on Tuesday. Among those honoured were four African brands.
South African-based fast-food giant Nando’s was a ‘National Tier’ winner, along with Kenyan telecommunications company Safaricom and Nigerian retailer Spar Park ‘n’ Shop. MTN, the South African mobile communications brand, was chosen as a ‘Regional Winner’. For MTN, the World Branding Awards honour comes hot on the heels of being named as the Most Valuable Brand in South Africa in the Brand Finance awards.
Winners of the ‘Global’ brand category included some of the most prominent names in world business: Apple, BMW, the British Council, Cartier, Coca-Cola, Facebook, Google, Lego, L'Oréal, Louis Vuitton, McDonald's, Nescafé, Nike, Oral-B, Pampers, Rolex, Samsung, Starbucks, Schwarzkopf and Visa.
The awards are organised by the World Branding Forum, a global non-profit organisation dedicated to advancing branding standards. It organises and sponsors a range of educational programmes. It also publishes branding news on its website that reaches a global audience of over 5 million.
Participants are judged through three streams: brand valuation, consumer market research, and public online voting. “Over 120000 consumers from around the world voted for more than 2 800 brands from 35 countries. Winners at the awards have clearly demonstrated their ability to stand out from their competitors,” said Peter Pek, Chief Executive of the Forum.