UAE's Biggest Brand Movers: February 2025

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 UAE. These rankings identify the brands which have logged the greatest number of improvements across 13 metrics each month — ranging from aided brand awareness and corporate reputation to purchase consideration and customer satisfaction.

The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.

In this month’s Biggest Brand Movers, we have compared the performance of hundreds of brands between January and February 2025 to investigate which brands have shown improvement across most brand metrics.

Hilton has claimed the top spot as UAE's Biggest Brand Movers of February 2025. The brand has claimed the top spot with improvements across 7 YouGov BrandIndex metrics out of the 13 that are considered. Vimto, Al Ain, Knorr and Acer are the next four brands with positive movement in their consumer perception across most brand metrics.

Top 10 Biggest Brand Movers of the UAE (January vs February 2025)
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Methodology 

The rankings show which brands have shown improvement in their brand performance between January and February 2025. Brands are ranked based on the number of metrics that saw statistically significant improvements across brand metrics and in the case of a tie, the rankings are determined by the average score. The brand with the higher average score ranks higher. Brands with awareness of 50% or more are considered in these analyses. The average score is calculated from the 13 metrics used in this analysis. 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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