July 25th, 2017, Antonia Stockwell
Local brands Emirates and Almarai are head to head with Facebook in MENA
Google has topped the first-ever YouGov BrandIndex global brand health rankings. In a list dominated by online brands, the search giant ranks the highest across 30 countries ahead of sister company YouTube in second and Facebook in third.
Other tech firms feature prominently on the top 10 list with device manufacturer Samsung coming in fourth, messaging service WhatsApp in fifth and Apple’s iPhone in sixth spot, while online retail behemoth Amazon is seventh. The top ten is completed by brands with longer histories – Toyota, Adidas and Colgate.
Top Ten Global Brand Health Rankings
- YouTube
- Samsung
- Apple iPhone
- Amazon
- Toyota
- Adidas
- Colgate
YouGov used the Index score from our global daily brand tracker, BrandIndex, for the list which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.
Ted Marzilli, CEO of YouGov Data Products commented: “Tech brands dominate this global list and with good reason. By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access. The presence of Samsung and Apple iPhone demonstrate that our mobile devices have become the remote controls for our lives. All of the brands in the rankings are mainstream with broad utility at their core – and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”
In parallel to the top ten global list, YouGov released brand health rankings in the UAE, Saudi Arabia and Egypt. Household names and regional favourites Emirates and Almarai demonstrate the power of home-grown brands in the region ranking in first place for the UAE and Saudi Arabia respectively, and tenth in each other’s country. Meanwhile global social media phenomenon Facebook is the strongest brand in Egypt.
Behind Emirates, global digital heavyweights feature heavily in the UAE’s top 10, six of which also secure top 10 brand health rankings globally. Supermarket giant Carrefour also demonstrates its power to win over consumers.
UAE Top Ten Brand Health Rankings
- Emirates
- Carrefour
- YouTube
- Apple
- Apple iPhone
- Samsung
- Almarai
In Saudi Arabia, the only home-grown brands in the top 10 rank the highest lead by regional powerhouse Almarai, with major local fast food chain Al Baik in second. Again, the global dominance of technology brands is apparent with five of the Kingdom’s top 10 brands also featuring in the top 10 globally. International confectionary brand Galaxy also proves its impact in the Saudi market.
Saudi Arabia Top Ten Brand Health Rankings
- Almarai
- Al Baik
- Apple
- YouTube
- Apple iPhone
- Samsung
- Galaxy
- Emirates
In Egypt it’s clear to see being digitally connected is at the forefront of consumers’ minds. The world’s top three healthiest digital brands- Facebook, Google and YouTube also take the top three spots in the region’s most populous country, together with hand set providers Apple iPhone and Samsung Galaxy.
That said, long standing home-grown brands are also wielding substantial power among Egypt consumers with food and beverage favorites Molto, BiscoMisr and Fayruoz, and long standing commercial bank, National Bank of Egypt scoring highly. Regional powerhouse Almarai completes the top 10.
Egypt Top Ten Brand Health Rankings
- YouTube
- Apple iPhone
- Almarai
- National Bank of Egypt
- Molto
- BiscoMisr
- Samsung Galaxy
- Fayruoz
To assess the global brand health rankings, YouGov looked at BrandIndex data from across the 30 countries. YouGov created top 10 lists for each country with the global top 10 being created by the brands that feature most often in each country’s top 10. In cases where the brands featured in top 10s the same number of times, positions in the global rankings were determined by the average position in each country’s top 10 list. All data is from 1 July 2016 and 30 June 2017.