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Fri 22 Jan 2016 01:09 AM

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Emirates retains title of UAE's most trusted brand

Dubai airline heads technology brands such as Whatsapp, Apple, Google in YouGov's BestBrand rankings

Emirates retains title of UAE's most trusted brand

Emirates Airline has been named as the most positively perceived brand among UAE residents, according to the 2015 BestBrand Rankings launched by market research company YouGov.

The BestBrand Rankings, which track over 400 brands in the UAE, rated the Dubai airline as number one based on consumer opinions over the past year.

After knocking Samsung off the top of the rankings in the first half of 2015, Emirates has held on to its crown to lead positive sentiment across the year for the first time since 2013.

The airline notably caught consumer attention with brand ambassador Jennifer Anniston in 2015, trending on social media with a multi-million dollar TV commercial featuring the Hollywood star.

Technology brands claimed the next seven positions behind Emirates with debut appearances from WhatsApp and YouTube in second and eighth place as social media penetration soars in the Arab world.

Apple was third after choosing the Emirates to open Apple stores in the Middle East for the first time in 2015, while Samsung slipped to fourth. Google fell to fifth after ranking in the top three since 2013, followed by non-movers Facebook and iPhone which stood steady in sixth and seventh.

YouGov said technology brands have steadily taken over the rankings in recent years with three ranks in 2012 and 2013, five ranks in 2014 and totaling seven in the 2015 top ten.

Etihad Airways also gained positive consumer opinion last year with its Flying Reimagined TV commercial starring actress Nicole Kidman, and entered the rankings for the first time in ninth place with Emaar in tenth.

"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.

"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."

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