A new consumer study has revealed that 86 per cent of Kenyan consumers are likely to purchase products or services carrying the Superbrands seal, highlighting the growing importance of brand reputation and consumer trust in purchasing decisions.
The research, conducted by global market research firm Kantar and released by Superbrands East Africa on Wednesday, November 4, 2026, found that 84 per cent of respondents believe the recognition would increase their trust in a brand.
Additionally, 85 per cent said the seal would encourage them to consider purchasing a product or trying a new service.
However, the findings indicate that brand recognition does not automatically translate into consumers being willing to spend more, with only 63 per cent saying they would consider paying a higher price for products carrying the recognition.
Kenya's Top Brands In 2026
The findings were released alongside the unveiling of Kenya's strongest brands for 2026, with mobile money platform M-Pesa emerging as the country's leading brand.
According to the report, M-Pesa secured the top position with a Superbrands score of 91.909, followed by Safaricom at 89.623 and Samsung at 89.622.
WhatsApp and Google occupied the fourth and fifth positions, respectively, while Naivas ranked sixth, Dettol seventh and Bolt eighth. Kenya Airways came ninth, with YouTube completing the top 10.
The rankings were based on consumer assessments of brands across three key attributes: quality, reliability and distinction.
Speaking about the findings, Superbrands East Africa Project Director and Associate Publisher Jawad Jaffer said businesses must prioritise delivering on their promises to maintain consumer confidence.
"Kenyan consumers have many brands to choose from, but what ultimately matters is whether a brand delivers on its promises. The findings show that quality, reliability, and distinction remain at the centre of purchasing decisions. For businesses, this is a reminder that consumer trust must be earned consistently through brand building, not simply through advertising," he said.
The research further established that 81 per cent of consumers believe the Superbrands seal helps businesses stand out from competitors, while an equal proportion said it helps them identify leading brands within their respective categories.
Despite the positive perception, the study identified gaps in public understanding of the recognition, with 50 per cent of respondents associating the seal with excellence, quality and trust, while 26 per cent mistook it for a manufacturer's logo.
Product packaging emerged as the leading way consumers encounter the seal, accounting for 64 per cent of responses. Television followed at 31 per cent, while social media accounted for 29 per cent.
The study also examined the influence of social media personalities on consumer purchasing decisions, revealing that 58 per cent of respondents trusted influencer recommendations at least some of the time.
However, only 10 per cent said they consistently trusted such recommendations, while 42 per cent indicated they did not trust influencer endorsements, citing concerns about insincerity or a preference for making independent purchasing decisions.
Meanwhile, consumer willingness to recommend brands carrying the Superbrands seal improved significantly, with the Net Promoter Score rising from 10 in 2024 to 31 in 2026.
The 2026 exercise assessed brands across 112 categories. According to the organisers, more than 1,900 brands were shortlisted before just over 2,250 consumers from across Kenya participated in the voting process.
Respondents rated brands on a scale of one to 10 based on their quality, reliability and ability to distinguish themselves from competitors.
Other brands featuring in the top 30 included Citizen TV, University of Nairobi, Equity Bank, Mercedes-Benz, Radio Citizen, LG, Range Rover, KFC, Glovo, Kenyatta University and Toyota.
