Superbrands yet to downgrade status of Track It

By Macharia Kamau

Troubled tracking company— Track It— is still enjoying the prestigious superbrand status.

Two months after an expose by KTN journalists revealed the company was defrauding motorists by failure to fit tracking units in their cars despite having fully paid, Superbrands East Africa is yet to revoke its status as a superbrand and is non-committal about striking Track It off its list.

The regional operation of one of the largest global arbiter of brands — Superbrands — said it would only revoke the status if the company is found guilty of defrauding motorists as alleged.

Mr Jawad Jaffer, project director and associate publisher Superbrands East Africa said they were awaiting the Government’s word on whether the allegations are true before taking action. "There are many issues that have not yet been looked at and so far, we have only heard one side of the story," he said.

Questions raised

"Superbrands may not have capacity to establish some of the issues and we have to wait for the court’s verdict before deciding on the fate of the company as a superbrand."

The Kenya Anti-Corruption Commission started an investigation in mid-April on the irregular undertakings of the company and is yet to give a verdict.

The revelation about Track It’s underhand dealings might raise questions on the criterion of selecting East Africa’s top brands.

Jaffer said the survey is carried out independently by a council whose membership is drawn from top media and marketing companies in the region.