BY MBONO MDLULI
EZULWINI – Yati Group has received commendation from the Government for its efforts in recognising Eswatini brands, an initiative believed to significantly enhance service delivery within these brands.
This praise was articulated by Melusi Masuku, Principal Secretary (PS) in the Ministry of Commerce, Industry and Trade, who represented Minister Manqoba Khumalo during the inaugural Top Brand Awards Ceremony held at Sibane Sami Hotel. Masuku expressed his appreciation for the Yati Group’s commitment to pioneering the initiative, stating that their role in promoting marketing innovation and business intelligence in Eswatini is “truly commendable.”
He reflected on the economic importance of strong brands, asserting that trusted brands serve as the backbone of consumer confidence, which in turn drives economic growth and job creation. He noted that when brands earn the trust of consumers, they not only enhance their reputation but also elevate Eswatini’s standing in both regional and global markets.
He highlighted that strong brands foster healthy competition and business excellence, creating an ecosystem where all can thrive. Masuku pointed out the fragility of brand reputation, reminding attendees that while building a brand can take years, it can be destroyed in an instant.
Therefore, he emphasised the importance of protecting one’s brand, describing this as both a legal necessity and a strategic imperative. He explained that the government plays a vital role in brand protection through the registration of trademarks via the Intellectual Property Office under the Ministry of Commerce, Industry and Trade.
He urged brand owners to register their brands, noting that a registered brand not only provides legal protection but also enhances credibility and market value, fostering goodwill and customer loyalty. He stressed that one cannot claim to possess a strong brand if it is not registered and protected as an intangible asset through the intellectual property system.
In the context of today’s fast-paced business environment, Masuku underscored the necessity of data-driven decision-making. He encouraged businesses to embrace scientific research and market intelligence as vital tools for success. He advised all businesses to leverage the insights obtained from the Top Brands Awards to refine their strategies, emphasising that these awards are based on scientific, data-driven research rather than just votes.
Masuku reaffirmed the government’s commitment to supporting businesses through policies that foster fair competition, stating that initiatives like the Top Brands Awards significantly contribute to Eswatini’s long-term economic strategy. He urged businesses to utilise available resources, incentives, and public-private partnerships to promote growth and sustainability, particularly focusing on Micro, Small, and Medium Enterprises (MSMEs), which he identified as the backbone of the economy.
As the ceremony progressed, Masuku encouraged all businesses to uphold excellence, embrace innovation, and cultivate strong customer relationships. He concluded by stating that continued investment in trust, service quality, and corporate responsibility is crucial for sustained success.
Finally, he expressed his excitement in officially declaring the Top Brand Awards Ceremony open, congratulating all nominees and winners for their hard work and dedication, which serve as an inspiration for all to strive for greatness.
(Courtesy Pics)
