By Chisomo Phiri
The Institute of Marketing in Malawi (IMM) says the newly introduced ‘Superbrand Awards’ are redefining how brand excellence is measured and recognised in the country, shifting the focus from popularity to verified market performance and consumer trust.
In an interview with 247 Malawi News,IMM Director of Communications and Public Relations, Daniel Ngwira, said the awards are grounded in independent nationwide research aimed at identifying Malawi’s strongest and most credible brands across different sectors.
Said Ngwira:“The Superbrand Awards are a research-driven national initiative designed to recognise brands that demonstrate consistent performance, relevance and trust in the market.
“This process ensures that recognition is based on evidence rather than nominations or public voting.”
He said the inauguration of the awards held on the night of December 12,2025 at Amaryllis Hotel in Blantyre marked a major milestone for Malawi’s private sector, bringing together senior corporate executives, policymakers and industry stakeholders to acknowledge excellence, innovation and leadership in branding.
“The event was historic and highly successful, and it signalled the establishment of a credible national benchmark for brand performance in Malawi.
“Through the research exercise, brands operating in the Malawian market were assessed, leading to the identification of the Top 200 Brands nationwide.From this group, category leaders and overall Superbrands were selected, including the Superbrand of the Year, all based on independently verified research outcomes,” said Ngwira.
He applauded government support for the initiative, particularly from the Ministry of Trade, Industrialisation, Business and Tourism, saying such backing is vital for strengthening brand competitiveness and private sector growth.
“We are calling for continued collaboration with government to create an enabling environment that supports strong brands, innovation, industrialisation and market credibility.
“These partnerships are essential for positioning Malawi as a competitive and trusted economy at regional and global levels,” said the IMM spokesperson.
Looking to the future, Ngwira said IMM plans to institutionalise the Superbrand Awards as a permanent national benchmark, while further strengthening the research framework and broadening stakeholder participation.
“Our goal is to inspire brands to continuously raise standards, build consumer confidence and compete effectively beyond Malawi’s borders,” he said.
He added that the Superbrand Awards should be viewed as a long-term investment in the country’s economic development.
“This initiative is more than an awards ceremony; it reflects the future direction of Malawi’s economy.
“We congratulate all brands that made it into the Top 200 and encourage others to keep improving. True excellence is earned in the marketplace and recognised through consistent value delivery to Malawians,” said Ngwira.
