WhatsApp and Cadbury make fresh entries into the top ten list, placing in sixth and eighth, respectively. Almarai seems to have had a tough year with the social media stir over price increases, which may have affected its Reputation among consumers as the brand has moved down one place in the list to seventh this year. In addition, Ariel and Dettol have slipped down two places to ninth and tenth, respectively.
YouGov also revealed the ten brands that made the largest improvement to their Reputation scores over the past 12 months. Om Hassan is the most improved brand of the past year in Egypt, with a change in score of +8.2, enhancing its Reputation score of -10.6 in 2018 to -2.4 in 2019.
YouTube is the second best improver (+7.0) and Netflix is third in the list (+6.6) of most improved brands.
The improvers list this year has a dominance of technology and internet brands. In addition to the ones mentioned above, WhatsApp (+6.4), Instagram (+6.4), Huawei (+5.9), TE Data (+5.9) and Souq.com (+5.9) are other brands that have registered great improvement to their Reputation scores.
Corona (+6.3) and Talaat Moustafa (+5.6) complete the improvers list in sixth and tenth, respectively.
The 345 brands in Egypt in YouGov BrandIndex were ranked using the Reputation score, which asks respondents "Which of the following brands would you be PROUD TO WORK FOR? Imagine you (or your friend) were applying for the same sort of role at the following brand that you currently have or would apply for?" and "Which of the following brands would you be EMBARRASSED TO WORK FOR? Imagine you (or your friend) were applying for the same sort of role at the following brand that you currently have or would apply for?". Only respondents who are aware of a given brand are interviewed.
The Workforce Rankings chart shows the brands with the highest average Reputation scores between April 1, 2018 and March 31, 2019. The Reputation Improvers chart ranks the brands with the highest increase in Reputation comparing the scores for the 12 months ending March 31, 2019 and the 12-month period ending April 1, 2017.
All Reputation scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.
All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.
Head of Data Products- MENA
BrandIndex is the authoritative measure of brand perception. Unlike any other brand intelligence service, it continuously measures public perception of thousands of brands across dozens of sectors. We interview thousands of consumers every day, yielding over 2.5 million interviews a year. BrandIndex operates at national and international levels, allowing you to track brand perception in just one country, compare across multiple countries or monitor a global picture. More about BrandIndex »
YouGov is an international data and analytics group. Our core offering of opinion data is derived from our highly participative panel of 5 million people worldwide. We combine this continuous stream of data with our deep research expertise and broad industry experience into a systematic research and marketing platform.
Our suite of syndicated, proprietary data products include YouGov BrandIndex, the daily brand perception tracker, and market-leading YouGov Omnibus which provides a fast and cost-effective service for obtaining answers to research questions from both national and selected samples. With 31 offices in 21 countries and panel members in 38 countries, YouGov has one of the world’s top ten international market research networks. For further information visit mena.yougov.com »
© Press Release 2019