|20 August, 2019

Which are the most popular brands in the Middle East?

Apple seems to have had a tough year in the region

Emirates Airline Boeing 777-300ER planes are seen at Dubai International Airport in Dubai, United Arab Emirates February 15, 2019. REUTERS/Christopher Pike

Emirates Airline Boeing 777-300ER planes are seen at Dubai International Airport in Dubai, United Arab Emirates February 15, 2019. REUTERS/Christopher Pike

Emirates airline, Al Baik and Google have been declared as the most popular brands in the Middle East, according to a survey by YouGov BrandIndex. 

While Emirates tops YouGov BrandIndex’s annual brand health rankings for the UAE for the third year in succession, Al Baik and Google outranked Almarai and Facebook to top the rankings for Saudi Arabia and Egypt, respectively.

Technology giants WhatsApp and YouTube make an appearance in all three countries.

UAE TOP 10 BRANDS

Apple seems to have had a tough year in the region. In Saudi and the UAE, Apple has seen a decline in its rank by one and two places, respectively. Furthermore, in Egypt, Apple’s smartphone brand- iPhone - has slipped down three places to ninth this year.

In the UAE, Carrefour has made a great improvement to its brand perception and has jumped six places to become the fourth most popular brand in the country.

Saudi electronic payment system 'mada' is one of the top 10 brands in the country.  The payment network tops YouGov’s most improved brand health list for KSA – increasing its scores by +9.0 over the last 12 months.

SAUDI TOP 10 BRANDS

Netflix is the most improved brand of 2019 in the UAE, with a change in score of +9.8 and restaurant chain Om Hassan is the most improved brand in Egypt with a change in score of 6.6, moving from an Index score of -5.7 in 2018 to +1.0 in 2019.

Chinese device manufacturer Huawei has witnessed an increase in its overall brand health in all three countries. In the UAE and Saudi, it is the second most improved brand and in Egypt it is placed fourth in the list of top ten improvers of 2019.

EGYPT TOP 10 BRANDS

The rankings are based on the Index score from YouGov BrandIndex, which measures overall brand health.

The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.

(Writing by Seban Scaria; editing by Mily Chakrabarty)

(seban.scaria@refinitiv.com)

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© ZAWYA 2019

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