By Phiwa Sikhondze
Yati Group has officially launched the Top Brands Awards, a platform designed to recognize Eswatini’s most trusted and admired brands across 40 categories.
The announcement was made by Yati Group CEO, Mfundo Mavimbela, during a launch event held at Sibane Sami Hotel in Ezulwini, where he emphasized the awards’ role in providing valuable insights into consumer perceptions and market trends.
The Top Brands Awards, according to Mavimbela, is not just about celebrating winners, but about delivering actionable data that businesses can use to improve their strategies and achieve sustainable growth.
“At its core, Top Brands is about delivering insightful market data to empower brands. Growth comes from a well-articulated marketing strategy, and at the very foundation of any strong strategy is data,” he said.
The awards are based on an independent nationwide survey conducted by Yati, ensuring comprehensive and unbiased results. The survey assesses what consumers think, feel, and trust about the brands operating in Eswatini. These findings will be presented at the awards ceremony, offering attendees exclusive insights into brand performance and emerging market trends.
Mavimbela also revealed that the awards are part of Yati’s broader Marketing Disruption Program, which leverages Artificial Intelligence (AI) and high-quality data to redefine marketing solutions. He highlighted Sati, Yati’s newly launched AI marketing assistant, as a key component of this program.
“Every AI model requires one critical component: training. And the best training comes from original, high-quality data. This is why we are investing deeply in primary and secondary data curation,” he explained.
Addressing the launch, Ben Simelane, CEO of the Federation of Eswatini Business Community (FESBC), delivered a compelling keynote on the pivotal role of brand, reputation, and trust as drivers of economic growth. Drawing from Eswatini’s economic indicators, Simelane painted a vivid picture of the country’s current challenges and opportunities.
Simelane underscored the need for brands to play a role in fostering economic momentum, emphasizing that strong brands contribute to job creation, consumer trust, and a thriving economy. He identified five critical ‘P’s—Planning, Production, Packaging, Pricing, and Promotion—as essential elements for building a reputable and trusted brand.
Simelane emphasized, “When consumers trust and associate themselves with a brand, it becomes a catalyst for economic growth. A strong brand stimulates cash flow and circulates money through the economy.”
Yati’s EngageCrew, a field team made up of young, energetic individuals from across the country, played a critical role in gathering data for the Top Brands Awards. The group ensures that the survey captures diverse perspectives, making the results representative of the entire nation.
In addition to the awards ceremony, attendees will have access to Industry Reports and Brand-Specific Reports, which offer in-depth feedback on brand performance, consumer perceptions, and market trends. These insights are expected to help businesses refine their strategies for 2025 and beyond.
“The Top Brands Awards is not just an awards ceremony—it’s a powerful engine for growth. We are paving the way for smarter insights, sharper strategies, and sustainable growth,” said Mavimbela.
Scheduled for 27 March 2025 at Happy Valley Hotel, the Yati Top Brands Awards ceremony is set to become a cornerstone of Eswatini’s marketing landscape, recognizing excellence and shaping the future of brand growth in the country.