Coca-Cola wins consumer trust as the best brand
Some brands are commercially valuable while others resonate with consumers.
By Gilbert Kidimu
Some brands are commercially valuable while others resonate with consumers. But very few brands rate the best at both. Taking into account consumer perception scores and brand values, the Private Sector Foundation Uganda (PSFU) recognised such powerful brands in the country.
The top 52 brands with quality excellence were named and Coca-Cola emerged the overall winner. Voting was done via SMS platform, where the public sent messages with codes to vote their choice. PSFU also held consumer opinion surveys to get public views on their best brands.
The recognition, the second of its kind after the inaugural one was held two years ago, honours firms in the categories of agriculture, banking and finance, insurance, engineering, energy, manufacturing and conversion issues, health, education, media and professional organisations, haulage and trade and commerce, and etcetera.
Already deemed a beverage giant globally, the company was selected basing on continuity, companionship and consistency in quality.
Building Uganda’s economy
In Uganda, Century Bottling Company has contributed to the economy in many ways. Through exemplary tax compliance, Century Bottling Company Limited is listed among the top 10 tax payers in the country year on year.
Through both direct and indirect opportunities, CBC has provided thousands of jobs in the Ugandan economy. The Company introduced a new route to market- The Manual Distribution Centre (MDC) model. “Through this model, we have created a new class of middle class entrepreneurs who get their income solely from the distribution of Coca- Cola products. We have a total of 156 MDCs across the Country.” Kyomuhendo adds that through this model, the Company has helped to address one key social issue in Uganda- Unemployment.
The Company has carefully selected these entrepreneurs who have in turn each employed an average of 6-8 people from the localities in which they operate- an initiative, she says, has been able to impact the entire communities where they operate. These are supervised and supported by the company.
Talent development
Century Bottling Company has empowered Ugandans to run and manage the operations of their world-class business. The company has invested in a robust people development strategy that ensures that every employee has access to the right level of skills development and has mapped a clear succession plan for management roles through talent development committees Externally, CBC has helped discover and develop talent through music and sports platforms. From the Coca- Cola real star searches, to Coca-Cola pop star campaign that saw the birth of BLU 3, to the rise of football stars through the annual Coca Coca-Cola football championships
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