The Government has placed strong private sector brands and digital transformation at the core of its economic agenda, arguing they are essential enablers for the priorities articulated in the recently presented 2026 National Budget.
In a keynote address at the Marketers’ Association of Zimbabwe (MAZ) Superbrand Awards Ceremony on November 28, 2025, the Permanent Secretary for Industry and Commerce, Dr Thomas Wushe, stated that brand equity was now a “central” pillar for achieving national goals.
Dr Wushe congratulated the award winners, asserting that their success mirrored the nation’s push for industrial recovery and competitiveness.
Speaking to the theme, “Marketing Means Business: Brand Equity as a Balance Sheet Asset,” Dr Wushe said the 2026 Budget reinforces the central role of private-sector dynamism, innovation, and competitiveness in driving economic transformation.
“As Government focuses on macroeconomic stability, inclusive growth and value-chain development, brand equity becomes an essential enabler of these national priorities,” he told the audience at the Harare International Conference Centre.
He highlighted that the Budget’s targeted support for productive sectors—including manufacturing, agriculture, mining value addition, and SME development—is designed to create an enabling environment for Zimbabwean brands to flourish both at home and internationally.
The Permanent Secretary stressed the need for companies to leverage the Budget’s focus on digitalisation and technology adoption.
Strong digital branding strategies, he said, are crucial for companies to take advantage of shifting business landscapes, e-commerce platforms, and global market access.
He noted that as the Government expands digital infrastructure and makes transactional cost adjustments, businesses must adopt efficient digital systems.
Furthermore, Dr Wushe underlined the role of strong brands in combating counterfeit products, which he said erode consumer trust and undermine the integrity of the market.
The 2026 Budget’s investment in enforcement, standards development, and consumer protection is intended to help companies safeguard their intellectual property.
Dr Wushe reinforced the growing importance of standards and quality compliance, noting that standards ensure consistency and reliability, which directly strengthen brand value and customer loyalty.
He concluded by stressing that strong brands are not just corporate assets but “national assets” that project Zimbabwe’s identity, creativity, and economic potential.
Strong brands “play a vital role in boosting exports, attracting investment and positioning Zimbabwe as a modern, competitive and prosperous nation in line with Vision 2030,” he said.
Dr Wushe congratulated all nominees and winners for demonstrating resilience, innovation, and unwavering commitment to quality.-herald
