Google is the most positively perceived brand in Egypt

The search giant has the best brand health among Egyptian consumers

Google dethrones Facebook to become the top-ranked brand in YouGov BrandIndex’s annual brand health rankings for Egypt. WhatsApp and YouTube have improved their ranks and follow in second and third, respectively.

The rankings are based on the Index score from YouGov BrandIndex, which measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.

Facebook, which topped the list since its inception in Egypt, had a rather tough year and slipped down to fifth in the 2019 rankings. Apple’s iPhone also fell down three places to ninth and Cadbury moved down one place to tenth in this year’s list.

Galaxy Chocolate remains in fourth this year while Kit Kat makes an impressive entry into the list at seven. Almarai and Dettol have moved up one and two places this year, to sixth and eighth, respectively.

YouGov also revealed the brands that have made a great improvement to their brand health in the past 12 months. Restaurant chain Om Hassan is the most improved brand in Egypt with a change in score of 6.6, moving from an Index score of -5.7 in 2018 to +1.0 in 2019. Netflix is the second most improved brand in Egypt with an enhancement of +5.3 to its score.

Despite the global controversy, Chinese technology company Huawei has seen improvement in its overall brand health and is the fourth most improved brand in Egypt. Beverage brand Schweppes (3.7) and real estate group Talaat Moustafa (3.7) have been steadily improving their perception over the past year and are placed at eighth and ninth in the list of improvers.

Food and beverage brands such as McDonald’s (4.8) and KFC (3.8), telecom operators such as Vodafone (5.1) and Orange (3.5) and Internet service provider TE Data (4.1) are some of the other brands in the list of top 10 improvers of 2019.

Methodology:

These brands were rated using YouGov BrandIndex’s Index score which is a measure of overall brand health which takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.

The Index Rankings list shows the brands with the highest average Index scores between July 1, 2018, and June 30, 2019. The Index Improvers list ranks the brands with the highest increase in Index comparing scores from the previous year. Both scores are representative of the general population.

All Index scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks where the scores are tied.