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Emirates, Masafi rank high in top-brand list
DUBAI — Emirates airline and Masafi secured positions among the top ten brands of the country, according to the latest survey released by YouGov Siraj’s BrandIndex.
Nokia, with a 65.5 score, was number one. Emirates (63.5) was at second with Masafi at 7th position (53.7), among the UAE’s first brand index.
The first UAE Top 10 for 2010 was released by BrandIndex. The new scoreboard reflects the launch of an additional seven sectors in January 2010, including media, retail, luxury, snacks, beverages, education and non-food FMCG.
“BrandIndex has literally doubled the number of sectors and brands it monitors on a daily basis.“ said YouGov Siraj chief executive officer Iman Annab.
“Its scope of sight is becoming increasingly effective as a fast and accurate measure of brand health in consumer markets,” Annab added.
BrandIndex is an international tool where businesses can measure the health of their brand equity. Its brand barometer, produced by YouGov Siraj, gathers daily views of UAE and Saudi consumers online across over 430 brands.
The new brands — Dettol, Carrefour, Masafi, IKEA and Nestle — claimed five of the top 10 positions while the top four brands — Nokia, Emirates, Google and Sony — continue to lead the pack. Nokia and Emirates remained at the same position from its first release in October.
The gaps between brands down to the top 15 range are fairly narrow.
Several brands such as Microsoft, IKEA, Nestle and Mercedes differ in score by only marginal degrees. Dettol, the only representative of the non-food FMCG sector, has an Index score of 58, a hairline away from overtaking technology giants Sony and Google, with respective scores of 59 and 60. Similarly, Mercedes, with a score of 51.5, has a strong opportunity to reappear on the scoreboard by next quarter’s release.
Toyota, once ranked 5th in the UAE, has since dropped in score by as much as 14 points and no longer appears in the top 15.
“The recent debacle, incited by a global recall of various Toyota models, illustrates how drastically brand perception can change even for the strongest brand giants,” Annab said.
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