Ipsos in UAE has announced the results of its “Most Influential Brands” survey, conducted for the first time in the UAE. The study measured consumer perceptions towards 120 leading National, Regional, and Global brands in terms of their influence on people, based on a comprehensive list of attributes. This survey is part of an annual global effort conducted by Ipsos across 16 markets around the world.
Google Takes Top Spot
The tech giant Google took the number one spot as the most influential brand in the UAE, driven mainly by its corporate citizenship and leading edge. It is referred to as a brand that is socially responsible and represents characteristics which one would like to have or reflect. it is also perceived as a brand which has forever changed the landscape and introduced people to something they never knew they needed.
Tech and Digital brands Lead the Market
The top 10 most influential brands list had 8 tech or digital brands, showcasing the important role that this sector plays today in consumers’ lives. WhatsApp, Apple and YouTube (another Google Brand) are among the Top 5, with these brands characterized by their trustworthiness, leading edge, and corporate citizenship.
The survey results show that these brands were consistently giving back to the community, are innovative and instilled confidence among consumers; those were factors that drove their influence. The strong showing of tech and digital brands in the top 10 is not unique to UAE. Similar results are seen in many other markets, such as Canada, the UK, and the US, where digital brands managed to trigger a strong emotional response that most of us can no longer imagine our lives without them.
1 Local Emirati Heavyweight in the Top 10
Amongst the 120 brands assessed in the study, 1 local brand made into to the top 10 list. Continuous presence and the ability to project a local identity in a competitive market allowed Emirates Airlines (8) to break into the list. It had generated a high level of trust amongst consumers in the UAE, showcasing significant influence on the community.
Top 10 Most Influential Brands in UAE
About the Study
The fieldwork for Most Influential Brands study was conducted in December 2019, through an online survey of 1,200 residents of UAE, examining 120 brands against 5 key dimensions that drive brand influence including: Trustworthiness, presence, having leading edge, corporate citizenship and engagement.