UNICEF Mozambique as a Best Brand 2011

At the third annual Mozambique Best Brands gala held last evening, UNICEF was recognized as the country’s premier brand in the Social Action category. UNICEF Mozambique Representative Jesper Morch joined some of the country’s top executives at the event, as companies and public entities were recognized across 32 categories. The awards and rankings were based on a survey that was conducted earlier this year by market research firm Intercampus/GfK. Brands were assessed using a composite “Brand Potential Index” (BPI) that measures eleven indicators including quality, loyalty, confidence and recall. The random sample comprised 12,235 interviews from Mozambique’s major urban centers. Of 266 brands featured in the survey, UNICEF ranked 28 overall. Forty-nine per cent of respondents recalled the UNICEF brand. Twelve per cent of respondents did so spontaneously. The twelve brands categorized as Social Action brands included the First Lady’s Office, the country’s eminent champion of children’s rights, and several of UNICEF’s respected civil society partners. “This is a very happy moment for us,” said Jesper Morch on the occasion. “It is a tremendous affirmation of our collaborative efforts for children that we should be thus recognized. UNICEF is not out there marketing itself or selling anything. I would like to think of this as feedback from the children and families who are conscious of our efforts and from the partners who trust in our work together.”

Naysan Sahba