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Mon 26 Mar 2018 02:15 PM

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UAE women name Emirates as most impressive brand

Dubai airline tops Women's Choice UAE Brand Rankings, ahead of WhatsApp and Apple

UAE women name Emirates as most impressive brand

Emirates is the most impressive brand among UAE women, according to the 2018 Women’s Choice UAE Brand Rankings released by YouGov.

The rankings, which were compiled using the impression score from YouGov’s daily brand tracker BrandIndex, showed the Dubai-based flag carrier has maintained its lead for the second year in a row, most notably among women aged 25+.

The top ranking comes as women make up nearly 44 percent of Emirates’ workforce around the world.

Last year the brand gave centre stage to its female employees on International Women’s Day, including giving wings to two female pilots to fly the iconic Emirates Airbus A380 from Dubai to Vienna.

The local airline beat a range of world renowned digital brands in the minds of UAE women with WhatsApp in second place while iPhone and dairy firm Almarai made their debut entries in sixth place and tenth place respectively.

Apple (third), Carrefour (fourth), Google (fifth), YouTube (seventh), Samsung (eighth), and Facebook (ninth) made up the top 10.

The report said that despite reports of diminished hype around the release of the iPhone 8 Plus in Dubai Mall last year, the iPhone X and took top spot for impression among women aged 18 to 24. The iconic smartphone brand also showed the second largest improvement for impression among women over the past 12 months, gaining the most positive appeal among those aged 25-34.

The UAE’s biggest brand improver overall when it comes to positive impression among women is Google.

The global search giant made the largest gain over the past 12 months, especially among women aged 35-44, rising five places from tenth to fifth.

Scott Booth, YouGov’s head of data products in MENA said: “Impression scores provide us with a fundamental view of how well or poorly a brand resonates with a given population.

"Emirates’ efforts to highlight the critically important role women play in the success of their business have clearly forged a strong connection with the brand. 

"The rankings show similar efforts by other brands such as Google to recognize the role of women in business and society are also beginning to bear fruit in terms of positive perception among the female population.”

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