Ipsos in KSA has announced the results of its “Most Influential Brands” survey, conducted for the second time in Saudi Arabia. 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 Again
For the second year, the tech giant Google took the number one spot as the most influential brand in Saudi Arabia, driven mainly by its trustworthiness and leading edge. It is referred to as a brand that people would like to interact with and highly recommend, in addition to a brand that teaches people something new and stands out.
Tech and Digital brands Continue to Lead the Market
Exceeding the previous year, 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, Facebook and YouTube (another Google Brand) are among the Top 5, with these brands characterized by their leading edge, trustworthiness, presence, and corporate citizenship.
The survey results show that these brands were consistently able to deliver something new to the market which drove their influence. The strong showing of tech and digital brands in the top 10 is not unique to KSA. 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.
2 Local Saudi Arabian Heavyweights in the Top 10
Amongst the 120 brands assessed in the study, 2 local brands made into to the top 10 list. Continuous presence and the ability to project a local identity in a competitive market allowed Al Marai (4) and STC (9) to break into the list. Both brands have generated a high level of trust amongst consumers in the Kingdom, showcasing significant influence on the community.
Top 10 Most Influential Brands in KSA
4. Al Marai
9. Saudi Telecom
10. Souq.com (An Amazon Company).
Top 10 Local Brands
The top 10 ranking local brands in Saudi Arabia made it to the list mostly because of the trust they have established within the market and their corporate citizenship.
The top 10 local brands in KSA are:
1. Al Marai
2. Saudi Telecom
3. Al Rajhi Bank
5. Jarir Bookstore
6. Hyper Panda
7. Al Baik
9.. Ahli NCB
About the Study
The fieldwork for Most Influential Brands study was conducted in December 2019, through an online survey of 1,200 residents of KSA, examining 120 brands against 5 key dimensions that drive brand influence including: Trustworthiness, presence, having leading edge, corporate citizenship and engagement.