October 26th, 2021, Bhawna Singh
The rankings reveal the top ten brands that enjoy the best brand health among UAE residents
YouGov’s Retail Rankings 2021 reveal Carrefour and Adidas are the retail brands perceived as delivering best against their brand promise on key brand health-related metrics, according to UAE residents.
The brands in YouGov Retail Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings in UAE are divided into two sub-categories: Online & Offline Retailers and Sportswear & Apparel.
Online & Offline Retailers:
Within the ‘Online & Offline Retailers’ category, Carrefour tops the UAE rankings with an Index score of +42.2.
Swedish furniture giant IKEA is placed second (33.1), followed by UAE’s retail major Lulu Hypermarket in third (30.8).
Amazon.ae secures fourth place (26.8) in the list, while Amazon’s paid subscription program Amazon Prime appears in ninth (18.0).
Homegrown brands such as Noon.com (23.9), Sharaf DG (22.3), ADNOC (18.6) and UnionCoop (14.8) also feature in the list, amidst a host of global names.
Finally, completing the top ten list for UAE for the category of ‘Online & Offline Retailers’ is Swedish clothing-retail company H&M, placed in seventh (19.4).
Sportswear & Apparel
Adidas is the top performer in the ‘Sports & Apparel’ category (with an index score of 50.8). The brand recently launched its all-women store in UAE, further strengthening its position among female consumers in the country.
Nike is placed in second (46.6), followed by Skechers in third (29.4) and Reebok in fourth (27.3).
Swedish fashion brand H&M re-appears in the UAE rankings for this category in fifth (24.9) and German sport-lifestyle brand Puma occupies sixth place (24.1).
Under Armour (18.4), American Eagle (17.7), New Balance (11.8), and Fila (10.9) are other notable global brands appearing in UAE’s top ten list for the Sports & Apparel category.
Methodology:
The brands in YouGov Retail Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings chart shows the brands with the highest average index score between 1st September 2020 and 31st August 2021. The scores are representative of the general population of adults 18+ (some are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.
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