September 7th, 2022, Bhawna Singh
YouGov analysis reveals Saudia (Saudi Airlines) has dethroned adidas to top the list of KSA’s most recommended brands, with a Recommend score of 88.6. The kingdom’s carrier airline made an improvement of +2.2 to its score over the past year, moving up two places to the top of the rankings.
The rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Every brand in our Rankings has a minimum sample of 300 and has been tracked for at least 6 months, with all scores being rounded to a single decimal place.
Homegrown brands have made large strides over the past year. In addition to Saudia topping the list, the kingdom’s futuristic city Neom moved up two places to second, with a score of 87.0, and Al Baik jumped up three places to third (86.0) in this year’s rankings.
Last year’s topper adidas moved down three places to fourth (86.0), with a decline of 1.9 points to its year-on-year score. Other sportswear brands also dropped in the rankings, with Skechers falling down two places to seventh (83.3), however, Nike remained in eighth (83.0) despite registering a decline in its score.
Also featured in the list are two leading global smartphone brands. While iPhone moved up four places to fifth (85.0) in the 2022 rankings, Samsung Galaxy made a brand new entry in tenth (82.6).
Finally, the 2022 rankings saw Emaar and Saudia dairy make a debut in the top ten list, placing in sixth (83.4) and ninth (82.8), respectively. However, the rankings saw the exit of some other brands from the top ten this year namely, Emirates, Hilton Hotels & Resorts and Almarai.
Methodology:
The YouGov Recommend Rankings 2022 have been calculated between 1st June 2021 and 31st May 2022 using data we collect from members of the public in markets around the globe every day, from our flagship YouGov BrandIndex tool.
Every brand’s performance is tracked daily against a range of metrics, and our Recommend ranking measures the percentage of a brand’s customers who would recommend it to a friend or colleague. All brands have been tracked for at least 6 months to be included in the rankings. The scores are representative of the general population of adults 18+. All Recommend scores are rounded to a single decimal place.