Dubai airline Emirates has topped the latest list of the most popular brands in the United Arab Emirates (UAE) for the second year running, beating a string of social media and technology household names.
The 2016 Mid-Year BestBrand Rankings are compiled by online marketing consultancy firm YouGov and involves 150 respondents asked on a daily basis whether they have “heard anything positive or negative about a brand in the last two weeks, through advertising, news or word-of-mouth”.
Scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. The latest rankings represent opinion polled between January and July 2016 and over 400 brands were included in the survey.
Emirates’ high score comes after the airline launched its ‘Hello Tomorrow’ global advertising drive, which included a popular $20 million campaign featuring Hollywood actress Jennifer Aniston.
Dubai’s flagship carrier, Emirates carried 51.9 million passengers during the last financial year ended March 31. It reported a 56 percent jump in annual net profit of 7.1 billion dirhams ($1.93 billion) in May, despite a 4 percent drop in revenue to 85 billion dirhams.
“Over the last five years technology brands have been the primary movers in terms of Buzz–Samsung, Apple, Google, Facebook and YouTube have all featured heavily–and at one stage it looked like they would fully dominate the top 10 UAE Rankings,” Scott Booth, head of travel, tourism and leisure research at YouGov, was quoted as saying in a press release accompanying the results.
Below is a rundown of the top ten brands in the UAE, according to the 2016 Mid-Year BestBrand Rankings:
(1) Emirates (Score: 55 – Non-Mover)
(2) WhatsApp (Score: 47.6 – Non-mover)
(3) Samsung (Score: 38.5 – Non-mover)
(4) Facebook (Score: 38.2 – Up two places)
(5) Apple (Score: 37.5 – Down one place)
(6) YouTube (Score: 35.1 – Up one place)
(7) Emaar (Score: 34.6 – Up two places)
(8) Google (Score: 34 – Down three places)
(9) Etihad Airways (Score: 34 – Down two places)
(10) iPhone (Score: 33.1 – Down two places)