Nokia is best performing brand in UAE - survey

Nokia has been voted the best performing brand in the UAE, according to a survey of consumers.

Google was the second strongest brand in the results of YouGov’s BrandIndex survey, announced in a statement on Thursday.

Telecommunications company Nokia’s position at the head of the top ten rankings ahead of Google, a usual leader in similar brand surveys in the US and UK, was a reflection of a culture “deeply enthralled by mobile phones,” said the UK market research company.

Dubai airline Emirates was the highest ranking homegrown brand at number four in the list behind electronics firm Sony.

Three of the top ten brands were car makers Toyota, Mercedes and BMW, with this proportion of automotive manufacturers rising to over one third among the top 15 brands.

Software giant Microsoft also made the rankings, along with Mall of the Emirates in Dubai and City Centre.

YouGov’s “brand barometer” gathers the views of 750 UAE and Saudi consumers online each fortnight, across 200 brands.

Quality, general impression, value for money, corporate reputation, satisfaction and likeliness to recommend were the six profile indicators used to measure the health of brand equity, it said.

The top ten rankings in full with index scores were: Nokia (75.9), Google (68.8), Sony (67.2), Emirates (62.8), Toyota (56.2), Mercedes (53.8), Microsoft (53.1), Mall of the Emirates (51.9), BMW (50.1), City Centre (43.4).