Saudi airline Saudia is ranked the most improved brand in YouGov's BrandIndex scores
Home-grown airline Emirates, Saudi dairy manufacturer Almarai and Facebook are the most popular brands in the Middle East, according to new YouGov BrandIndex scores.
In the UAE, Emirates was the most popular brand, while Almarai and Facebook stood atop the lists in both Saudi Arabia and Egypt.
Across all three markets, digital and technology brands dominated the rankings. In the UAE and Egypt, Google was ranked second, followed by Whatsapp, and, in the UAE’s case, YouTube, Samsung and Apple.
In Saudi Arabia, however, restaurant chain Al Baik came in second, followed by YouTube. Notably, Almarai was found to compete with global brands in all three markets.
The rankings are based on the YouGov BrandIndex Index score, which measures overall brand health and takes into account consumer perceptions of overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.
In the UAE, Samsung was found to be the most improved brand over the last year, jumping ahead of Apple to become the fifth most popular brand in the region.
Huawei, for its part, had the third largest increase in its overall brand health in the UAE and Saudi Arabia, following the opening of its first ‘experience’ store in Dubai, as well as one of Saudi Arabia’s largest innovation centres.
According to YouGov, Saudi Arabia’s Saudia came atop its ‘most improved brand’ list, increasing its score by +8.9 over 12 months, bringing it to eighth place overall.
2. Al Baik