February 28th, 2019, Scott Booth
The messaging service app has dethroned Facebook to become the brand with the highest Impression score among women in Egypt
WhatsApp has replaced Facebook as the top ranked brand in the YouGov BrandIndex 2019 Women’s Choice Rankings in Egypt. Facebook, which had been the number one brand since the inception of these rankings in 2017, has slipped down to fifth place.
The rankings were compiled using the Impression score from YouGov’s daily brand tracker, BrandIndex, by asking respondents, “Which of the following brands do you generally have a positive/negative feeling about?” over the past 12 months.
This year, we see a strong resonance of chocolate and confectionary brands among women in Egypt. Galaxy has improved its score over the past year and has landed in second. Kit Kat has also moved up from eighth to sixth this year and Cadbury has made a re-entry into the rankings in eighth after dropping out of the list last year.
Despite issues elsewhere in the region, Almarai will be encouraged to see they have re-entered the list in tenth position in the 2019 YouGov Women’s Choice Rankings for Egypt. Similarly, Google and YouTube, who had moved down the list to fourth and fifth last year, have bounced back and place, respectively, in third and fourth this year. On the other hand, iPhone and Nutella have slipped down to seventh and ninth, respectively.
YouGov also revealed the 10 brands that made the largest improvement to their Impression scores over the past 12 months. Heinz is the most improved brand of the past year among women, with a change in score of +9.0, going from an Impression score of 13.2 in 2018 to 22.3 in the 2019 YouGov Women’s Choice Rankings.
Chipsy is the second most improved brand with a change in score of +6.3. The improvers list is dominated by food and beverage brands such as Juhayna Juices (+5.5), Om Hassan (+5.5) and Coca-Cola (+5.3), in addition to the top two improvers.
Telecom service providers such as TE Data (+5.2), Orange (+4.6) and Vodafone (+4.5) feature heavily, while Internet brands Uber (+6.1) and Souq.com (+4.4) complete the improvers list.
The 345 brands in Egypt in YouGov BrandIndex were ranked using the Impression score, which asks respondents, “Overall, of which of the following brands do you have Positive/Negative impression?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.
The Women’s Rankings chart shows the brands with the highest average Impression scores between February 1, 2018 and January 31, 2019. The Impression Improvers chart ranks the brands with the highest increase in Impression comparing the scores for the 12 months ending January 31, 2019 and the 12-month period ending January 31, 2018. To be included the year–over-year variance must be positive. Scores are representative amongst women.
All Impression scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.
All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.