July 29th, 2013, Tanya Sharma
Dubai, UAE: Pizza Huts’ ongoing Chicken Festival, which features new chicken-based additions to their menu, may be helping the brand boost consumer perception among the UAE audience. The campaign, which was launched earlier this year, shows an increase in the brand’s YouGov BrandIndex Buzz score in the last three months. YouGov’s BrandIndex is a daily measure of brand perception among the public, tracking brands across multiple sectors simultaneously. The brand was rated using YouGov BrandIndex’s Buzz score, which assess brands by asking respondents: ‘‘Have you heard anything about the brand in the last two weeks, through advertising, news or word of mouth, and if so, positive or negative?’
YouGov’s BrandIndex highlights the improvement in Pizza Huts’ Buzz score beginning February 2013, which recorded a score of 17.7 points to second week of April with a score of 29.4 points. The 25 percent increase in Buzz score clearly indicates a rise in the awareness of the Pizza Hut brand in UAE. Pizza Huts’ Attention scores, which measure anything positive or negative about the brand in the media or through word of mouth, has also seen an increase, peaking during March 2013 and seeing a decrease from April 2013 onwards.