Western Union has emerged as the UAE’s Biggest Brand Mover for October 2025, according to YouGov’s latest BrandIndex data. The financial services brand recorded statistically significant gains across eight of 13 brand metrics, including awareness, reputation, and customer satisfaction.
Following Western Union, Noon One, Talabat, Nutella, and Max Fashion rounded out the UAE’s top five brands, each showing notable improvement in consumer sentiment between September and October.
In Saudi Arabia, telecommunications company Mobily led the rankings for October, registering improvements across 11 of 13 metrics, the strongest overall performance in the region. Zain, Riyad Bank, Sony, and flynas completed the top five in the Kingdom.
The Biggest Brand Movers list identifies brands that have made the greatest advances across key consumer perception metrics, including awareness, quality, value, satisfaction, and purchase intent. Rankings are based on YouGov’s continuous BrandIndex tracking, which monitors thousands of brands globally through daily consumer surveys.
The methodology considers brands with at least 50 per cent awareness, comparing their month-on-month performance across 13 metrics grouped into three categories: media and communication, brand health, and purchase funnel. In cases where brands show equal improvement across metrics, average score changes determine their final ranking.
According to YouGov, the results reflect the strength of brand-building efforts in both markets and the impact of consistent marketing, service quality, and reputation management on consumer perceptions.
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