Speaking to Profile, Patrícia Aquarelli, Brand Strategist and official representative of Superbrands Mozambique, shared details of the preparations for the launch of the 6th edition in Mozambique. Aquarelli believes that Superbrands is a unique platform in the country that is committed to recognizing the brands that define the Mozambican market.
Profile Mozambique: What is Superbrands and when was it established in Mozambique?
Patrícia Aquarelli: Superbrands is an international, independent organization that has been dedicated to promoting branding policy and the recognition of excellent brands in 89 countries since 1995. It arrived in Mozambique in 2011 and in 2012 we launched the first edition and this year it will be the sixth.
Since 2011, Superbrands has awarded more than 50 brands operating in the Mozambican market. It values, honours and recognizes the work of the professionals who help brands to become Superbrands.
Every year, the organization honours a group of brands based on the opinion of a council made up of nationally and internationally recognized experts in the areas of marketing, communication and journalism, and this is a standard model for Superbrands in all countries.
Superbrands does not rank brands. Brands enter Superbrands by invitation only after an evaluation by the advisors according to five dimensions: loyalty, acceptance, market dominance, longevity and goodwill. Brands have to achieve a score within the stipulated criteria in order to be invited to participate in Superbrands.
PM: And what are the benefits of participating in Superbrands?
PA: Brands identified with the Superbrands distinction enjoy a number of exclusive benefits.
The first is an exclusive book with a personalized cover, which portrays the brand’s journey, performance and positioning during that period. We understand that the company may have worked on repositioning its brand, its purpose or its strategy, but Superbrands gives them this chance to rewrite and evaluate how a particular brand is being perceived in the market.
The second and no less important benefit is the seal, with international recognition. The seal certifies that the brand has been distinguished with excellence. There is an international study by a specialized consultancy which justifies and argues that 70% of consumers opt for a product with a seal when they make a purchase.
And we have Media Relations and Public Relations. We hold regular marketing events and conferences, guaranteeing unprecedented visibility for the selected brands.
By participating in Superbrands, brands not only gain recognition, but also connect to an exclusive network of professionals and entrepreneurs, promoting collaboration and business opportunities.
Generally speaking, the other benefits are intrinsically linked to all the communication that the organization does, such as the publication of all the articles in the main media outlets, involving all the participating brands, which in a way contributes to their projection.
PM: How is the selection process for Superbrands advisors carried out?
PA: Superbrands favors key professionals in the field of communication at national and international level, in other words, key personalities who have the decision-making power and authority to evaluate a brand. We try to involve marketing managers in the media.
It’s important to stress that each year we guarantee the rotation of the advisors, so that there is transparency in meeting the criteria as well as gathering the sensitivities of other professionals.
Superbrands follows international rules, and one of the international rules necessarily involves the involvement of the board members.
Lina Halaze – Marketing Director at SOCIMPEX, Alexandre Jorge Mano – Consultant, Alexandre Mari – Marketing Director at TV MIRAMAR, Leonor Gomes – Marketing Director at Fidelidade Seguros, Dan Gobe – Marketing and Communications Director at UBA and Ana Zara – Marketing Director at BCI.
Officially the brands have already been elected, the list will be released to the board members and the representatives who voted for the brands, among other individuals.
PM: What is your assessment of Superbrands Mozambique since its launch?
PA: I would say that Superbrands is a unique platform in the country that is committed to recognizing the exceptional brands present in Mozambique and continues to work to contribute to their success in an impartial, responsible, credible and transparent way.
That’s why we want to continually show that Superbrands is a time for networking, a forum that opens up space for the exchange of ideas, knowledge and initiatives between students, marketers, journalists, business managers and business musters, and to obtain a wide network of informed and interconnected contacts, thus contributing to the development of the Mozambican market.
PM: What innovations can we expect at this edition?
PA: Superbrands promises innovation, we would like to honor a brand developed by women and contribute to the various actions carried out to empower women and give space to influencers, recognizing the increasingly important role they play in today’s market. This will elevate the participating brands to new heights of recognition and prestige.
A strategic partner, TV Miramar, can join this gingatesque initiative to produce a Podcast called “Supertalk by Superbrands”, dedicated especially to promoting the Platform and the brands involved.
It should also be noted that there is an international Superbrands website with various sections, one of which is reserved for Mozambique. When you access it, you’ll find all the brands and their content. This allows for greater visibility.
In past editions we have had important partners such as the Polana Hotel, Meliã and several others. However, in this edition we intend to make the participants more relaxed, which is why the 6th edition will be held at KaXurrasco.
PM: What are your expectations?
PA: We’re holding the official launch event for the media on March 20th. This will be followed by several sessions on our Supertalk by Superbrands podcast, which will air between April, May and June.
We will then hold another PR in September, which is to consolidate the brands that have entered, and our closing event will take place at the end of September or after the elections in November.
We are confident that this edition will be another success, recognizing and celebrating the exceptional brands that make the Mozambican market unique and vibrant.
Visit the official Superbrands page: Superbrands MZ
