SPAR bags Brand of the Year

The importance of prioritizing the need of the customer in business in a rapidly evolving world was yet re-emphasized recently by the organisers of World Branding Awards, which presented the best supermarket brand award to SPAR Nigeria.

The World Branding Forum (WBF), a global non-profit organisation with headquarters in London, held the award, which is in its fourth year, in London. The annual awards is a platform to recognise notable brands for their work and achievements in the industries they operate. In the past the ceremonies were held in London and Paris.

Winners are decided through a three-tier process that includes brand evaluation, consumer market research and public online voting largely generated from consumers and critics in the industry.

Peter Pek, chief executive officer of World Branding Forum said, “Today, consumers are more discerning than ever. Having done a good product or service alone is insufficient. Brands need to provide memorable brand experience to its customers.

“The quality of brands competing for the awards is very high. Winners set the standards for what brands need to become in order to win.”

Haresh Keswani, group managing director, SPAR Nigeria who received the award commended the organisers for putting providing the platform for brands to be recognized.

“SPAR park n shop has been in operation in Nigeria for almost three decades and we have grown with our customers to where we are today,” Keswani said.

He shed some light on the hypermarket’s branding initiatives, which were built on four pillars including choice, quality, service and value.

“We adapt our stores, products and services around three-tier process of brand evaluation, consumer market, research and public online voting largely done costumers and critics. According to the organisers, considerable emphasis is laid upon consumer relations and satisfaction and only brands with high positive consumer interaction make it through the evaluation process,” Keswani said.