November 16th, 2022, Bhawna Singh
Saudi Arabia’s national airline Saudia (Saudi Airlines) tops YouGov’s 2022 Best Brand Rankings in KSA yet again, recording an increase of +1.6 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 KSA 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, Al Baik and Almarai occupy the next three spots, retaining the same ranks as last year, namely second (52.2), third (49.0) and fourth (45.3), respectively.
Amongst the top ten brands, Alrajhi Bank made the largest improvement (of +5.0 points) to its brand perception over the past year, moving up two places to fifth (45.3) in the 2022 rankings.
Apple, Dettol and Samsung moved down one place each to sixth (44.1), seventh (43.2), and ninth (42.0), respectively this year, however, all three brands recorded uplifts to their scores this year.
YouTube enhanced its score by 3 points, moving up one place to eighth (42.8), and iPhone made a new entry in the 2022 rankings, in tenth (41.7).
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, with a change in score of +7.5.
stc pay is the second-best mover with a change in score of +5.9, closely followed by Qatar Airways (change in score of +5.4) and KFC (+5.3).
Both Amazon and Amazon Prime appear in the improvers list, as the sixth and eighth most improved brand of 2022.
Noon (+4.1), Apple Pay (+4.0) and STC Saudi Telecom (+3.8) are other brands to appear in KSA’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.