KSA's Biggest Brand Movers: January 2023

Biggest Brand Movers is a monthly feature highlighting the ten brands that have registered statistically significant growth across most brand metrics amongst consumers in the Saudi Arabia. It is determined across 13 metrics within media consumption, brand health, and purchase intent.

In the January edition of KSA’s Biggest Brand Movers, we have compared brands' performance between December 2022 and January 2023 to investigate which brands have shown improvement across most brand metrics.

Saudi Telecom (stc) has claimed the top spot as YouGov’s Biggest Brand Movers in Saudi Arabia for the Month of January. The Telecom company marked improvements in 6 YouGov BrandIndex metrics out of the 13 that are considered. Al Othaim, Snapchat, Instagram, and stc pay are the next four brands with positive movement in their consumer perception across most brand metrics.

Top 10 Biggest Brand Movers in KSA
(December vs January 2023) --> click to enlarge

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Methodology 

Data for the Biggest Brand Movers has compared statistically significant score increases across all BrandIndex metrics between December 2022 and January 2023. Brands are ranked based on the number of metrics that saw a statistically significant increase between December 2022 and January 2023. The metrics considered are: 

Media and Communication Metrics

• Aided Brand Awareness – Whether or not a consumer has ever heard of a brand 
• Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks 
• Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks 
• Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score) 

Brand Health Metrics

• Quality – Whether a consumer considers a brand to represent good or poor quality 
• Value – Whether a consumer considers a brand to represent good or poor value for money 
• General Impression – Whether a consumer has a positive or negative impression of a brand 
• Corporate Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand 
• Customer Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand 
• Recommendation – Whether a consumer would recommend a brand to a friend or colleague or not 

Purchase Funnel Metrics

• Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product 
• Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product 
• Current Customer – Whether a consumer has purchased a given product or not within a specified period of time

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