Emirates is the best brand of 2022 according to UAE residents: YouGov
Emirates tops YouGov’s 2022 Best Brand Rankings in the UAE for the sixth year in succession, recording an increase of +2.1 to its year-on-year brand health score.
YouGov’s latest rankings reveal the top ten brands in terms of overall brand health according to UAE residents. 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.
adidas and Nike made great progress over the past year; while Adidas retained its second position with an increase in score of +4.1 points, Nike moved up three places to third (50.6) this year.
Similarly, dairy giant Almarai strengthened its brand perception over the past year, adding +2.9 to its score and taking the fifth spot (50.2) in the 2022 rankings.
Both Apple and iPhone appear in the list this year as well, climbing up three and one places each, to fourth (50.3) and seventh (50.1) in the 2022 list. On the other hand, Samsung moved down three places to sixth (50.2), despite recording improvement in its year-on-year score.
Global technology brands YouTube and WhatsApp revived themselves over the past year. While both brands registered an increase to their year-on-year scores, YouTube slipped down three places to eighth (49.7), while WhatsApp climbed up one place to ninth (48.8) in the 2022 rankings.
Dettol made a new entry in the 2022 rankings, rounding off the top ten list in tenth (46.1).
The rankings also show the brands that have improved the most over the past 12 months. TikTok is the most improved brand of the year in UAE, with a change in score of +7.4.
Amazon is the second-best mover with a change in score of +4.8, closely followed by HP (change in score of +4.0) and its video-on-demand streaming service Amazon Prime (+3.9).
In addition to being amongst the top ten brands in 2022, WhatsApp is also the seventh most improved brand in the UAE.
Apple Pay (+3.7), Qatar Airways (+3.7), Bluewaters (+3.6), Domino’s (+3.6) and Share (+3.2) are other brands to appear in UAE’s 2022 top ten Improvers list.
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 scores for the full year.
The Index Rankings chart shows the brands with the highest average Index scores between September 28, 2021 and September 27, 2022. 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.