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Abu Dhabi, UAESunday 24 June 2018

Emirates tops UAE's brand health rankings

YouGov tied up with its global daily brand tracker, BrandIndex, to compile the list 

Emirates finished ahead of the likes of WhatsApp and Facebook in the rankings.
Emirates finished ahead of the likes of WhatsApp and Facebook in the rankings.

Emirates is the healthiest brand in the UAE, a new YouGov Brand Index ranking revealed on Wednesday.

Achieving the highest score by some margin, the Dubai-based international airline’s leading position in the UAE's brand health ranking was followed by WhatsApp in second place and Google in third. Emirates’s Index score was 58.0, 7.6 points ahead of WhatsApp.

Google also topped YouGov’s global ranking, which was dominated by tech firms. The online search engine came just above its sister company YouTube followed by Facebook in third position.

YouGov tied up with its global daily brand tracker, BrandIndex, to compile the list - the first of its kind - by surveying consumer opinion about brands across 30 countries. A company’s brand health was assessed by perceptions of its quality, value and reputation and whether consumers would recommend the entity to others.

While the UAE list was also dominated by digital firms such as Facebook and YouTube, supermarket chain Carrefour appeared in fourth position and Saudi dairy producer Almarai in tenth place.

Scott Booth, YouGov’s head of data products in Mena said: “The UAE is among the savviest markets in the world when it comes to mobile and online technology, so it is no surprise to see Google, Facebook, Apple, Samsung and related brands reach the top 10 list for brand health.

“On the other hand, we can see that Emirates, Carrefour and Almarai, long dominant in their respective sectors, have achieved levels of differentiation, ubiquity and consumer perception that set them apart from their direct competition.”

YouGov also released a list of the brands with the most improved brand health in the UAE over the past year. Apple's iPhone came in first place having witnessed the biggest improvement among consumers, followed by the region's entertainment and shopping destination Global Village in second.