The Graphic Communications Group Limited (GCGL) has won an award for its brand, the Daily Graphic, at the Ghana Superbrands Tribute event held in Accra on Thursday night.
The GCGL was among 40 companies which were selected based on five criteria set by the Awards Council Members of the Superbrands.
The criteria were customer loyalty, goodwill, market dominance, longevity and overall market acceptance.
Other companies that were honoured for their brands were Malta Guinness, Golden Tulip Hotels, TV3, Kasapreko Dry Gin, Unilever Ghana, Compu-Ghana, Frytol, Ashfoam, Polytank, rlg, Kia and Samsung.
For their well-branded products, Latex Foam, Ecobank, UT Bank, Panadol and Martins Liver Salt, Guinness, Coral Dulux, Rana Motors, Labadi Beach Hotel, Business and Financial Times, Internet Solutions, Melcom and Interplast were also honoured.
The awards event was organised by Superbrands, an international organisation with independent international authority which recognises excellence in branding.
The awardees received certificates, plaques and Superbrands books.
Speaking on the theme for the event, “Rewarding Excellence in Branding”, the Managing Director of the GCGL, Mr Kenneth Ashigbey, said the Daily Graphic had, indeed, branded itself well and gained a unique label.
He said the well-branded image of the Daily Graphic had caused many people to refer to other newspapers as “Graphic”.
He urged companies to give labels and logos to their products to make it easy for customers and consumers to identify those products.
Mr Ashigbey said labels were necessary because they differentiated a company’s products from others.
The Chief Executive Officer of Superbrands, Mr Eric Affaidu, said the awards were intended to promote the discipline of branding and pay tribute to exceptional brands.
He said 400 brands were shortlisted to select the best 40 for awards by Superbrands.
According to Mr Affaidu, few companies in the country had applied the discipline of branding, saying, “Many companies have not recognised the importance of branding.”
He said a few that had attempted to do so had done it with a combination of strategic and creative flair.
Joy 99.7 FM was adjudged the Brand of the Year at the event.
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