Thursday, November 23, 2017

Emaar ranked UAE’s most recommended brand

Home-grown property developer Emaar has emerged as the most recommended brand among consumers in the UAE, according to the latest brand rankings from YouGov BrandIndex.

Behind Emaar, the UAE’s top 10 most recommended brands include three other home-grown brands with national airlines Emirates, following closely in second place, and Etihad Airways in sixth, while Emirates NBD comes in seventh.

The Advocacy Rankings, produced by YouGov’s daily brand tracking tool BrandIndex, considered how much UAE consumers endorsed brands over the past year by asking respondents, "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?”

Having developed some of the country’s most iconic entertainment attractions, hot spots, hotels, malls and residential and commercial communities, Emaar has produced consumer experiences that have helped to shape the UAE’s popularity as one of the leading destinations of the world.

The rankings demonstrate in the past 12 months the Emaar experience has made the biggest lasting impression on consumers, enough to make them endorse their brand the most to others.

According to the latest brand rankings, Emaar, Emirates and iPhone are the number one brands consumers are most likely to recommend to friends in the UAE, Saudi Arabia and Egypt respectively.

iPhone and Apple score highly in third and fourth place respectively, leading the most endorsed tech and mobile brands and unchallenged by their competitors in the top 10 UAE ranking list.

However, in Egypt, iPhone topped the brands list and was seen as most likely product to be recommended by consumers to their friends.

Meanwhile the UAE list had WhatsApp in the fifth place and Google in eighth, proving the worthiest of advocacy among social messaging and search brands in the Emirates, said the report.

Rounding out the 2017 Advocacy Rankings are leading multinational retailer Carrefour, franchised by Majid Al Futtaim, in ninth place, followed by financial services and global payments technology leader Visa, in tenth.

The Top 10 in the Advocacy Rankings list are:
6.Etihad Airways
7.Emirates NBD

Commenting on the rankings, Scott Booth, the head of YouGov BrandIndex - Mena, said: "Brand advocacy is one of the most powerful marketing tools businesses can have. The act of recommendation shows consumers have had a very positive experience with a brand, and the top 10 have achieved just that."

"Understanding how little or how much consumers want friends to have the same experience they have had provides invaluable insight into delivery on brand promise and gives us a strong starting point from which to identify how the best brands differentiate themselves in this respect," he added.

Responses recorded over the last 12 months from Saudi residents reveals that Emirates received the highest brand advocacy in the kingdom taking the number one spot in the top 10, ahead of fellow highly recommended airlines Qatar Airways in eighth and Etihad Airways in ninth.

Emirates has been serving Saudi Arabia for over 27 years and operates to four cities in the kingdom. The past year saw the airline produce special fares to the country and a very special video message with football team Real Madrid to congratulate Saudi Arabia on its 86th National Day.

Apple and its trademark iPhone sit in second and third place respectively, again giving them the highest seal of approval among tech and mobile brands in the kingdom.

Meanwhile Saudi FMCG powerhouse Almarai is the fourth brand most recommended to friends among Saudis, and UAE-born property developer Emaar sits comfortably as the fifth most endorsed in the country.

Al Baik is the most highly commended fast food brand among Saudi consumers in sixth place, while Saudi electronic payment network mada, and banking house-hold name Alinma Bank lead brand advocacy among financial services brands in seventh and tenth place respectively.-TradeArabia News Service

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