Emirates has lead the consumer brand sentiment in the UAE for the third year running

Home-grown airline Emirates has lead the consumer brand sentiment in the UAE for the third year running in the recent Best Brand Rankings, released by YouGov BrandIndex. Dubai’s flag carrier ranked ahead of eight digital brands in the UAE’s top 10, guided by quick messaging giant WhatsApp in second place. Smartphone heavyweight iPhone increased five spots since this time last year to third place, making it the largest score improver in the UAE over the past one year, taking the lead over challenger Samsung Galaxy in 10th.

Smartphone brand sentiment increased the most across 2017, with three market heading mobile brands – iPhone, Samsung Galaxy and Nokia – sitting at the top of the largest improvers list. Apple was ranked fourth with the biggest positive consumer brand sentiment throughout the year, and the ninth most improved.

Rival Samsung secured sixth place overall but improved more than Apple. As per YouGov’s global daily brand tracker, BrandIndex, which surveys consumer opinion about over 500 brands in the Facebook, Google, UAE and YouTube continued being top 10 spots in fifth, eighth and ninth respectively.

French hypermarket chain Carrefour secured seventh position, accompanying Emirates as the only other non-tech brand in the top 10.

However, flydubai, Dettol and Almarai all demonstrated a growth in positive chatter among consumers featuring in the top 10 improvers list in seventh, eighth and tenth respectively.

Google also promoted on the top 10 most improved list in fifth place for 2017, ahead of Instagram in sixth.

Head of Data Products in MENA, Scott Booth stated that, “The Buzz score shows how positively brands are resonating with consumers on a daily basis, and ultimately indicates to marketers the level and direction of recent brand exposure.”

He also added, “As a leading market in the adoption of digital technologies, it is no surprise to see consumers in the UAE demonstrate considerable resonance with leading tech brands. However, Emirates and Carrefour are showing the continued ability of leading non-tech brands to assert themselves and establish positive sentiment among consumers in today’s tech-savvy market.”

YouGov used Buzz scores to arrange the rankings. Buzz is calculated by asking consumers daily if they have “heard anything positive or negative about a brand in the last 15 days, through advertising, news or word-of-mouth”.

UAE Top 10 Best Brand Rankings 2017 are :
1. Emirates
2. WhatsApp
3. iPhone
4. Apple
5. Facebook
6. Samsung
7. Carrefour
8. Google
9. YouTube
10. Samsung Galaxy

UAE Top 10 Most Improved Best Brand Rankings 2017 are:
1. iPhone
2. Samsung Galaxy
3. Nokia
4. Samsung
5. Google
6. Instagram
7. Flydubai
8. Dettol
9. Apple
10. Almarai

 

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