The Institute of Marketing in Malawi (IMM) has unveiled the Superbrand Awards, a new initiative designed to recognize brands excelling across diverse sectors based on independent research rather than traditional nomination systems.
Speaking at the launch ceremony held in Blantyre on Friday, IMM president George Damson emphasized that the Superbrand Awards will depart from the institute’s conventional category-based recognition at its annual conferences.
Instead, the awards will rely on extensive consumer feedback and data-driven assessments to highlight exceptional performers.
“This award process is research based, a departure from the normal award processes which we do during our annual conferences which are category based,” Damson explained. “Malawians who use products and services are the ones giving feedback on how they feel about customer service and many other dimensions. We have a panel of judges from different professional associations that we are rewarding.”
Damson added that the initiative will expand opportunities for brands to be recognized by IMM, which serves as the country’s leading authority for marketers. “This process gives brands the chance to be recognised by a credible institution, IMM, since we are a mother of all marketers in the country,” he said.
The Impact Research Center, serving as the official research partner for the awards, will oversee data collection and validation to ensure the credibility of results. Head of projects and lead consultant Graciano Bwanali stressed that the awards would be evidence-based and scientifically verified.
“We have listed two hundred brands that came top among the customers. After this phase, we will return to the customers to assess the satisfaction levels of different brands, thus products, services or organisations,” Bwanali stated.
The Superbrand Awards aim to elevate consumer-driven recognition in Malawi’s business landscape, promoting accountability and excellence in products, services, and customer engagement.
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