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
No comments:
Post a Comment