Emirates Airline flying high in UAE -best brand- table
aTP- Arab tourism portal News – Emirates Airline is the most positively perceived brand in the UAE, according to the 2016 Mid-Year BestBrand Rankings.
The rankings were released on Sunday by global market research company YouGov.
The table is compiled using the Buzz score from YouGov’s brand tracker – BrandIndex, which asks residents daily if they have ‘heard anything positive or negative about a brand in the last two weeks through advertising, news or word-of-mouth’.
Respondents are interviewed on YouGov’s online panel.
Emirates knocked Samsung off the top spot last year and created the highest brand Buzz scores again this year of more than 400 brands in the UAE.
YouGov said the airline has also made a comeback into the Saudi Arabia Mid-Year Rankings in ninth place. 2016 has seen the brand launch a refreshed ‘Hello Tomorrow’ global advertising campaign embracing film, digital, print and outdoor assets.
In second and third place respectively are WhatsApp and Samsung. Mobile messaging phenomenon WhatsApp opened up its services to businesses in 2016, which attracted Dubai Municipality to use the platform to engage its customers.
Samsung meanwhile continued to create hype with the launch of the Galaxy S7 and S7 Edge in the Middle East region.
Social media favorite Facebook (fourth) – reported by YouGov last month to be the most popular social media platform in the UAE, YouTube (sixth), and home-grown property developer Emaar (seventh) are this years’ Mid-Year Rankings climbers – all successfully gaining positive share of voice and improving their Buzz scores.
YouTube is the only brand to appear in the top 10 Rankings in the UAE, Saudi Arabia and Egypt in the Middle East region.
On the other hand, both Apple and iPhone fall down the rankings to fifth and tenth respectively, while Google witnesses this years’ biggest rankings descent from fifth to eighth place.
After debuting in the Mid-Year rankings last year, Etihad Airways also slips to ninth.
“Digital and social media are becoming increasingly prominent as marketing vehicles to generate positive appeal amongst consumers with the likes of Emirates, Almarai and Etihad Airways fully integrating these elements into major campaigns,” said Scott Booth, Head of Travel, Tourism & Leisure Research at YouGov.
“Over the last five years technology brands have been the primary movers in terms of Buzz – Samsung, Apple, Google, Facebook and YouTube have all featured heavily – and at one stage it looked like they would fully dominate the top 10 UAE Rankings.
Now we are seeing other businesses begin to capitalize on the effectiveness of these technology brands in heavy digital, multi-channel campaigns to reach core regional audiences efficiently and in vast numbers.
This represents a whole new world of positive opportunity for brands with the strategic foresight to capitalize on digital media to engage their customers.