Manufacturers need to build strong corporate brands

TANZANIAN companies, especially those in the manufacturing sector, can build strong corporate brands to position them well to penetrate the global market and compete with other brands.

Experts in the standardisation industry say one major reason why Tanzanian companies continuously find it difficult to penetrate the global market is because of their brands.

This, therefore, calls for the need for young Tanzania firms to have a strong marketing team that has the know-how to build a strong brand and that the focus should not be on making profit at the initial stages of the business.

Multinational companies that have achieved so much and continued to gain more grounds are doing so because of the strong brands they had built over the years.

This is what most local companies fail to do in the country. They try to make profit so quick that they end up destroying their brands.

In creating a strong brand, local firms should concentrate more on proper packaging for their products to attract people. If a company’s products fail to get the attention of the people, then that company is in for big trouble.

In the developed countries, companies spent so much in packaging their products to suit their brands and that people love to associate themselves with solid brands.
However,  the Tanzania Bureau of Standards (TBS) commends local companies and urges them to continue investing in their brands.

For instance, investment in the pharmaceutical industry requires greater attention since medicines are not ordinary articles of commerce but products that undergo a series of laboratory processes and preparations.

The efficacy of Tanzanian pharmaceutical products, and more particularly, their ability to compete with already existing players in the industry, require that before medicines are put out for sale, they must go through laboratory analyses and ensure that they pass through the product specifications.

Indeed, Tanzanian pharmaceuticals products have gradually taken over the market in some areas in the country.

TBS has launched a promotional drive to award industries manufacturing premium quality products and those engaged in offering services.

The key objective of the campaign is to provide the platform for Tanzanian consumers to patronize locally-made products and also encourage local service industries to make significant improvements in service quality, service delivery and innovation to meet challenges of international standards.

The consumer survey assessment criteria for the manufacturing industry selection is based on the basis of five parameters that demonstrate overall product premium quality, labelling, packaging, competitiveness and standard certification offering a point of difference from competitors.

The assessment criteria for the service industry selection is also based on the basis of four parameters that demonstrate overall service quality, delivery, competitiveness and innovation.