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NEWS22 January 2018

Emirates leads UAE’s brand perceptions

Middle East and Africa News Travel Trends

UAE – Airline brand Emirates has topped consumer brand sentiment in the UAE in the latest Best Brand Rankings from YouGov BrandIndex.

This is the third year in a row that the airline has taken the top slot. Instant messaging app, WhatsApp, came second.

IPhone has risen five spots since the previous year, making it the biggest improver and overtaking Samsung Galaxy.

Tech manufacturer Apple is the fourth brand with the highest positive consumer brand sentiment across the year, and the ninth most improved.

The ranking is determined by buzz scores which are calculated by asking people daily if they have ‘heard anything positive or negative about a brand in the past two weeks, through advertising, news or word-of-mouth’. The top 10 brands are those with the largest buzz score improvement over the past 12 months.

UAE Top 10 Best Brand Rankings 2017

Rank      Brand

1            Emirates

2            WhatsApp

3            iPhone

4            Apple

5            Facebook

6            Samsung

7            Carrefour

8            Google

9            YouTube

10          Samsung Galaxy

Scott Booth, head of data products in MENA, said: “The buzz score shows how positively brands are resonating with consumers, and ultimately indicates to marketers the level and direction of recent brand exposure.

“As a leading market in the adoption of digital technologies, it is no surprise to see consumers in the UAE demonstrate considerable resonance with leading tech brands. This trend is clearly demonstrated by the Best Brand Rankings featuring eight digital brands for the first time. However, Emirates and Carrefour are showing the continued ability of leading non-tech brands to assert themselves.” 

@RESEARCH LIVE

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