Tech companies dominate top perceived brands list in UAE
YouTube, WhatsApp, Samsung and Apple included in top 10 rankings for UAE consumers, says YouGov
Digital brands dominated seven places in the UAE's top 10 most positively perceived brands for 2015, according to the 2015 BestBrand Rankings launched today by YouGov.
After making an impression in the first half of 2015 knocking Samsung off the top of the rankings last June, home-grown brand Emirates held on to its crown to lead positive sentiment across the year for the first time since 2013. However, following Emirates, YouGov witnessed technology brands take the next seven rankings, with debut appearances from WhatsApp and YouTube in second and eighth place respectively.
Apple gained a place in third after choosing the UAE as the location for its first retail stores in the Middle East, whilst Samsung slipped from first to fourth place. Google fell to fifth after ranking in the top three since 2013, followed by non-movers Facebook and iPhone, which stood strong in sixth and seventh respectively.
YouGov said that technology brands have steadily taken over the rankings in recent years, with three entries in the top 10 in 2012 and 2013, five in 2014 and seven in 2015.
"With seven of the top 10 Rankings now taken up by technology brands in the UAE, the BestBrand Rankings illustrate the weight of digital mediums to engage consumers in the Arab world. This demonstrates the rising prevalence of those brands in their everyday lives," said YouGov MENA managing director Kailash Nagdev.
Etihad Airways gained positive share of voice amongst consumers last year with its "Flying Reimagined" TV commercial starring actress Nicole Kidman. It entered the top 10 for the first time this year, scoring ninth place. National property giant Emaar rounded up the 2015 top 10.
"Those brands who can diversify their marketing strategies and embrace those digital mediums could also stand to win high levels of positive Buzz amongst consumers. According to BrandIndex, Emirates, Eithad Airways and Emaar are indicating their ability to do so," added Nagdev.
The BestBrand Rankings are compiled using YouGov's BrandIndex, which tracks over 400 brands in the UAE. Using BrandIndex's Buzz score, which is calculated by asking consumers daily if they have ‘heard anything positive or negative about a brand in the last two weeks, through advertising, news or word-of-mouth' the Rankings portray the top 10 brands with the highest average Buzz scores over the past 12 months.