DUBAI: Home-grown powerhouse Emirates is the most positively perceived brand in the UAE yet again according to the 2016 BestBrand Rankings – released today by global market research company YouGov.
The 2016 Annual BestBrand Rankings which launched across 24 countries globally, including the UAE, Saudi Arabia and Egypt, are compiled using the Buzz score from YouGov’s daily flagship brand tracker – BrandIndex. Buzz 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.
The past year saw Emirates face highs and lows, however the airline brand seems to have capitalized on the positive and softened the negatives. The airline most notably caught consumer attention with brand Ambassador Jennifer Anniston reappearing in a new advertising campaign for 2016, Emirates has continued to receive the highest brand Buzz scores of over 400 brands in the UAE this year, retaining its crown as the number 1 brand in the UAE Buzz rankings.
Among others, Etihad Airways, Qatar, Air Arabia and Singapore Airlines were rated among top aviation brands. Emirates achieved 52 score followed by Etihad (33.7), Qatar Airways (17.4), Air Arabia (9.2) and Singapore Airlines (7.8).
Among top buzz improvers, Qatar Airways topped followed by Air India, PIA, Saudia and Oman Air.
These brands were rated using YouGov BrandIndex’s Buzz score which asks 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?”
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2016. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, YouGov has used additional precision to assign ranks.