2016 Annual Rankings

2016 - Annual Rankings: Egypt Top Buzz

(1) Facebook (Non Mover)
Facebook has maintained its position as the most positively perceived brand in Egypt for two years in a row. In 2016 the brand made headlines following the Egypt government’s refusal to allow Facebook Basics aimed at providing internet connectivity in developing countries. With Egypt constituting the largest Middle East fan-base of the platform at 27 million active users and growing – the social media giant looks to be continuing to maintain a positive affinity with consumers.

(2) Google (Non Mover)
Together with making the headlines for continuous technological developments, Google continued to demonstrate its support for women in 2016 by collaborating with 25 Egyptian women for a special doodle to help them voice their hopes and dreams for International Women’s Day. The initiative also featured a special video shot in Cairo featuring the women. Google said through their doodles they try to get closer to users by highlighting key events close to their hearts.

(3) YouTube (Non Mover)
YouTube has continued to effectively promote user content in its quest to empower people to use the platform to ‘tell stories and form connections that encourage empathy and understanding between diverse communities’. One such initiative in 2016 included organizing for 11 YouTube creators from 10 countries including Egypt to meet Pope Francis to discuss promoting understanding and empathy. This year has also seen YouTube announce the launch of a live-streaming option to its mobile app – due to be rolled out to general users “soon”.

(4) Memaar Al Morshedy (New Addition)
Memaar Al Morshedy is a brand new entry into the BrandIndex Rankings for 2016. This year the real estate developer ran an advertising campaign specifically targeted at young financially independent males still living at home. The campaign was used to showcase a new premium project with affordable prices to reveal the appeal of living independently compared to some of the situations Egyptian adult males find themselves living in at home.

(5) iPhone (Up two Places)
Moving up two places from in the annual rankings iPhone is still a favourite among Egyptian consumers. With the much anticipated launch of the iphone 7 handsets in 2016, that included the introduction of water-resistance and an improved camera to the phones noticeably welcomed by consumers.

(6) National Bank of Egypt (Down Two Places)
The oldest commercial bank in the country made the headlines in 2016 for offering savings certificates in dollars to attract the savings of Egyptians working abroad. The new certificates were showcased as part of a TV and online advertising campaign in collaboration with Banque Misr and Banque due Caire.

(7) Galaxy (Down Two Places)
After Mars Incorporated opened a chocolate factory in Egypt in 2014 to better serve the region Galaxy Egypt has run a number of campaigns including a money give away on Facebook and Instagram. The initiative surprised customers with cash prizes of up to $10,000 inside their Galaxy chocolate bars at stores in the country.

(8) Almarai (Non Mover)
Almarai stands steady in eighth place. MENA’s largest food and beverage manufacturer, which serves 100,000 retail outlets daily across the region, continued to launch a range of advertising campaigns in 2016 to support its array of dairy, juice, bakery, poultry and infant formula products, including a new Ramadan campaign to encourage the act of giving.

(9) Kit Kat (Non Mover)
Kit Kat is a brand new entry for 2016. According to Think With Google which publishes the top 10 most watched adverts on YouTube every month, Kit Kat won the hearts of consumers in March 2016 in third place with its mouth-watering campaign to launch KitKat Senses with Hazlenut in the region. The top 10 is determined by an algorithm that factors in paid views, organic views and audience retention.

10 Huawei (New Addition)
A new addition to the rankings Huawei has come in at number 10, the technology company has seen huge growth throughout 2016 in Egypt. Huawei has focused on products that meet the needs of various social segments, in particular the Y family of products which meet the needs of the middle class youth demographic and smart phones novices, have been hugely successful in Egypt, the Huawei Y5II and Y3II achieved sales of 42,000 mobile phones during the first 50 days following their release in the market.

Egypt Top Buzz Rankings 2016
Egypt Top 10 Buzz Rankings 2016

These brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2016. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. Both scores are representative of the general population.

All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.

A BestBrand Communications Pack is available for brands who have achieved Top Ten Status. Please contact us on bestbrand@yougov.com

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