November 17th, 2021, Bhawna Singh
YouGov’s latest rankings reveal the top ten brands in terms of overall brand health according to the public
Google tops YouGov’s 2021 Best Brand Rankings in Egypt for the third year in succession (46.5) despite recording a decline (of -5.7 points) in its year-on-year brand health score.
The rankings are based on the Index score from YouGov BrandIndex, which is a measure of overall brand health that indicates how well a brand is delivering against its brand promise on key attributes and is calculated by taking the average of the Impression, Quality, Value, Satisfaction, Recommend and Reputation scores collected in BrandIndex
Galaxy (Chocolates) moved up two places to second (42.5) despite witnessing a decline (of -3.9 points) to its brand health score, while YouTube dropped down one place to the third (42.1), recording a decline of -6.5 points in its brand health score compared to last year.
Global technology platform brands haven’t fared well in Egypt this year with both Facebook (declining by -8.9 points) and WhatsApp (declining by -10.2 points) joining YouTube in recording declining scores and dropping down the rankings table by three and four places, respectively.
On the other hand, Dream Park and National Bank of Egypt strengthened their brand health perception over the past year, moving up to fourth (40.7) and sixth (37.6) place in the list.
Dettol (39.7) has further consolidated its position during the pandemic and climbed up from seventh to fifth in the 2021 rankings.
Completing the top ten in Egypt are brand new entrants- Misr Insurance and Molto, in ninth (35.1) and tenth (35.0) respectively.
The rankings also show the brands which have improved the most over the past 12 months. Telecom Egypt is the most improved brand of 2021, with a change in score of +5.9.
El-Hassan & El-Hussein, the packaged foods brand is the second-best improver, with a change in score of +5.8 and is joined by many food and beverages related brands in the top ten improvers list.
Brands such as KFC (5.7), Chipsy (5.0), Tiger (5.0), McDonald’s (4.4), HOHOs (4.2), Koki (4.1) and Crunchy (3.9) all feature in the improvers.
Finally, Middle East's popular online marketplace Noon.com (3.7) completes the 2021 Top Ten Improvers’ list of Egypt.
Methodology:
The brands in YouGov Annual Rankings were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest average Index scores between October 1, 2020 and September 30, 2021. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. Both scores are representative of the general population of adults 18+ (some are online representative).
All Index 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 and have been tracked for at least 18 months to appear in the Improvers tables.
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