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Emirates tops brand perception ranking in UAE

UAE Business

Dubai-based Emirates, one of the fastest growing international airlines, ranked number one in a survey of brand perception in the UAE, followed by Samsung and WhatsApp.

Emirates scored 58.2 points in the 2018 BrandIndex Buzz Annual Rankings for UAE published by leading market research company YouGov.

Samsung jumped up from sixth place last year to take the second spot in 2018, scoring 47.1 points, while WhatsApp dropped a spot from second to third with 46.4 points. Carrefour moved up three places from last year to rank fourth, with 44.1 points.

The brands were ranked using YouGov BrandIndex’s Buzz score, which assesses more than 500 brands across 20 different sectors in the UAE by asking respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

In the UAE, we see a surge in the popularity of the Samsung brand. While the electronics giant Samsung climbed up to the second position from sixth last year, Samsung Galaxy created a lot of noise with the launch of its new phone, Samsung Galaxy Note 9, and also saw an elevation in its Buzz score, improving from 10th in the 2017 rankings to fifth in 2018.
On the other hand, Samsung’s key competitors in the mobile space, Apple and its iPhone handset, remain in the top 10 rankings, but drop from ranks four and three last year, to six and seven, respectively.

Google also dropped a spot, down from eighth to ninth position this year, while YouTube moved up one place to eight in 2018.

Emaar has re-entered the list at 10th, after missing the top 10 in 2017, while Facebook dropped out of the top 10.

YouGov BrandIndex has also revealed the 10 “most improved” brands of 2018. In the UAE, Coca-Cola is the “most improved” brand of the past year, with a rise of 7.5 points to its Buzz score, going from an increase of 6.5 points in 2017’s rankings to 14.0 points in 2018. - TradeArabia News Service

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