BY MBONO MDLULI
EZULWINI – The Top Brand Awards was more than just votes, but scientific, data-driven research, such as surveys was also used to come up wigth this concept.
The brands that were nominated and those that came out tops won because many of these factors were considered, on top of votes. This was said by CEO of Yati Mfundo Mavimbela. Addressing attendees at the inaugural Top Brands Awards Ceremony held at Sibane Sami Hotel on 27th March 2025, Mavimbela expressed his pleasure in gathering to celebrate excellence, innovation, and the remarkable stories behind Eswatini’s leading brands.
He mentioned that Yati has always believed in the unique narratives of every brand, which formed the core belief behind the conception of the Top Brands Awards. The CEO highlighted that, unlike traditional awards based solely on votes, their approach was rooted in scientific, data-driven research, involving comprehensive consumer surveys and analyses to understand perceptions, trust, and loyalty.
He stated that this methodology ensures that the accolades presented genuinely reflect the sentiments of the people of Eswatini. The CEO emphasised that understanding consumer behaviour is paramount for businesses aiming to thrive in today’s dynamic market. He noted that insights garnered from credible research empower brands to adapt, innovate, and align closely with customer needs and desires.
According to him, the Top Brands Awards not only serve as a platform for recognition but also act as a catalyst for businesses to leverage this knowledge for sustained growth. He provided a brief overview of Yati Group’s journey, mentioning that over the past 11 years, they have expanded across six business sectors. He acknowledged the dedicated team of professionals and the privilege of collaborating with esteemed brands such as MTN Eswatini, Eswatini Sugar Association, United Holdings, Eswatini Bank, Standard Bank, NAMBoard, National Maize Corporation, and Parmalat, among others.
To further support the business community, he informed the audience that Yati has developed Market Intelligence Reports that provide deeper insights beyond the awards presented that night. He expressed excitement in sharing that while they have collected comprehensive brand data, they have also gathered media usage patterns data, to be packaged as the Eswatini Media Audience Measurement Survey (Media-AMS).
He explained that this was the third version of the survey, with the first conducted in 2005 under a now-defunct company he co-founded called Knotell, which was adopted by some media houses, including Eswatini TV. The second survey occurred in 2016, and although it was never released publicly, it guided and supported advertising strategies for their clients.He announced that Media-AMS 2025 would be released to the public and available within their Marketing AI Suite, Yati.ai, by August 2024, along with a report format akin to the Brands Report.
Furthermore, he shared that the Top Brands Awards Eswatini 2025 would take place in November 2025, with a proposed date of 27th November. Additionally, he expressed excitement about this event being part of a Marketing & Communications Full Day Summit, starting at 8am and culminating in a gala dinner to recognise the top brands of 2025. He also addressed a long-standing issue within the marketing industry, highlighting the calls for establishing a Marketing Association of Eswatini.
He believed that for the industry to grow and contribute significantly to the economic development of the country, there was a need for unity in establishing such an association. He clarified that this did not undermine the efforts of advertising agencies in setting up an advertising association, noting that the two organisations should work hand in hand.
Finally, he acknowledged that today’s event would not have been possible without the unwavering dedication of the research teams, collaboration with partners, and support from media houses, expressing gratitude to all participating brands for their trust in the process and commitment to excellence.
The event was also attended by Honourable Minister of Commerce, Industry and Trade Manqoba Khumalo, FESBC CEO Tania Fyfe, representatives of various industries, esteemed business leaders, media representatives, among others.