Warc, 13 August 2014
DUBAI: Samsung and Google are the two brands which generated the most buzz in the United Arab Emirates during the first half of 2014, according to new data.
YouGov's BrandIndex tracks over 500 brands in the UAE across multiple sectors simultaneously to provide a daily measure of brand perception among the public. The market research company creates a Buzz score by asking respondents if they have heard anything positive or negative about a brand in the last two weeks, through advertising, news, word-of-mouth or friends and family.
Over the course of the first six months of the year, Samsung replaced internet company Google at the top of the ranking as it promoted its range of smartphones, including the April launch of the Galaxy S5. Emirates remained in third spot, having been named the most valuable airline brand in the world in the Brand Finance Global 500 report.
Below these three fixtures there had been a few changes, however, with retailer Carrefour leaping five places from ninth to fourth, helped by while regional dairy Almarai moved in the opposite direction, from ninth to fourth.
Apple featured as a new entry at five as the visit of CEO Tim Cook to the UAE sparked speculation about the location of a new flagship store. Apple's iPhone warranted a separate entry in eighth place – despite the buzz around Samsung, the iPhone 5 is the most commonly used smartphone in the UAE.
The remaining three brands in the top ten were also new entrants. In sixth place was Facebook, the most popular social media network in the country. Property developer Elmaar was in seventh, hosting various events at its sites such as the Dubai Festival of Lights and a Classic Car Festival.
In tenth place was Dubai Mall, the world's largest mall and most visited destination, attracting 75m visitors in 2013.
Several household names, including Nestlé, Galaxy, Dove and Dettol, have all been squeezed out of the Top 10 since 2013, noted Zawya.
Ecommerce business Amazon topped a separate Buzz Improvers ranking which showed those brands had making the greatest progress over the past twelve months. It had moved from a negative score of -2.9 to a positive 9.5. Other significant improvers were social media site LinkedIn and fast food chain KFC.
Data sourced from Zawya, YouGov; additional content by Warc staff