2015 Mid-Year Rankings

2015 - Mid-Year Rankings: Saudi Arabia Top Buzz Improvers

(1) Saudia (Saudi Arabian Airlines) (Up four places)
The Kingdom’s flagship airline tops the Buzz Improvers list in first position. 2015 has seen the brand launch additional flights to Egypt and Bahrain and new aviation hubs in the Saudi northern cities of Al-Jouf, Arar and Rafha, which no doubt generated large amounts of positive Buzz. It also plans to purchase 100 new aircraft from Airbus and Boeing in the next five years to expand its total aircraft to 200.

(2) Qatar Airways (Brand new entry)
The state-owned flag carrier of neighboring nation Qatar arrives in the overall improvers list at number three. This year has seen the brand expand its number of flights to Saudi Arabia and roll out an advertisement campaign starring the players of FC Barcelona including Lionel Messi, Neymar and Luis Suarez which helped generate positive Buzz in the Kingdom.

(3) Virgin Mobile (Brand new entry):
Virgin Mobile enters the overall Improvers list at number three. After acquiring a Mobile Virtual Network Operator (MVNO) license to operate in the Kingdom at the end of 2014 the brand followed an aggressive marketing strategy in 2015 to establish a foothold in the competitive Saudi mobile market, including the ‘Inspired by You’ campaign which involved recruiting a team of young Saudis.

(4) Hyundai (Brand new entry):
With the Kingdom being one of the fastest growing car markets in the world, it’s no surprise that Hyundai enters the overall Improvers list at number five. The South Korean car brand launched new models of its Genesis, Sonata, Accent and Azera Sedans in the Kingdom this year which helped contribute to positive Buzz.

(5) National Commercial Bank (Brand new entry):
The largest bank by assets in the Kingdom enters the overall Improvers list at number six. National Commercial Bank has expanded to over 342 branches across the country and caters to over four million customers across the region. The bank generated large amounts of positive Buzz after announcing it will launch an IPO of its shares to the general Saudi public late last year.

(6) Sharp and YouTube (Brand new entries) :
Sharp: The Japanese tech giant enters the overall Improvers list at number six. Sharp has expanded its presence in the region by introducing new products such as Ultra HDTVs and updating its existing range of home appliances.

YouTube: The Google-owned video-sharing site, which also entered the Top 10 Buzz rankings this year, enters the overall Improvers list at number six. The entry comes as the Kingdom ranks as one of the top users of the site and seeks to roll out a beta (tester) version of its music streaming service called Music Key. With internet penetration set to increase steeply in the country, YouTube remains a brand to watch.

(7) McVities (Brand new entry)
The British snack food brand, owned by United Biscuits, enters the overall Improvers list at number eight. The brand produces a variety of biscuits and cookies that cater to the growing demand for snack foods in the region. United Biscuits expanded its presence in the Middle East after acquiring a confectionery factory in Saudi Arabia in late 2013.

(8) Epson (Brand new entry)
The Japanese electronics company enters the overall Improvers list at number eight as demand for electronics steadily increases. The company is headquartered in Suwa, Japan and its regional head office is located in Dubai, UAE. The firm is best known for producing inkjet, dot matrix and laser printers.

(9) Al Rajhi Bank, Al Batal and Pakistan International Airlines (Brand new entries)
Al Rajhi Bank: Entering the Improvers list at number nine Al Rajhi Bank is one of the largest Islamic banks in the world with total assets of up to US$ 59 billion. The home-grown banking brand plans to become a global name in the next few years as it opens branches in Malaysia, Kuwait and Jordan and is certainly a brand to watch.

Al Batal: The first Arab reality show revolving around Mixed Martial Arts (MMA), Al Batal breaks through into the overall Improvers list following the debut of its second season late last year. The show, commissioned and produced by the Abu Dhabi Fighting Commission, enjoys high ratings across the MENA region, particularly in the Kingdom, and is broadcast on Fox Movies and streamed across icflix and YouTube.

Pakistan International Airlines: Pakistan’s national airline flies into the overall Improvers list at nine. The carrier operates flights to four cities in Saudi Arabia, including Jeddah, Riyadh, Medina and Dammam. The airline celebrated its 60th anniversary this year and announced a code sharing agreement with Etihad Airways, the UAE’s flag-carrier airline, which helped generate positive Buzz for the brand.

(10) Apple iPhone, Lenovo IBM, Kia and MoneyGram (Brand new entries):
Apple iPhone: Apple’s smartphone rolled out a crowd-sourced “Shot by iPhone 6” marketing campaign this year which put emphasis on the phone’s camera image quality. Meanwhile, the announcement of the iOS9 and the introduction of new services such as Apple Music and Apple Pay also helped the brand sustain positive Buzz throughout the first half of 2015.

Lenovo IBM: The world’s largest PC vendor rounds up the Improvers list at 10. The brand launched a range of products this year including the S series range of low-cost smartphones and Yoga range of laptops and ultrabooks. The merger between IBM and Lenovo opened offices in Riyadh and Jeddah in 2006 and continues to capitalize on the Kingdom’s growing demand for electronic devices.

Kia: The South Korean car manufacturer sales in to tenth position. The company unveiled a set of new car models this year including its Sorento SUV, Rio hatchback and sedan and Soul mini-van. The entry also comes as Al Jabr Automotive Company, Kia’s agent and distributor in the Kingdom, sponsored a variety of events including a youth football championship and a religious TV show using the brand name of “Kia Aljabr”.

MoneyGram: Another new entry at number 10, the leading global money transfer company stirred up positive Buzz in the first half of 2015, as it signed an agreement with Bank Al Jazira to provide its money transfer services and expand its reach in the Kingdom.

Saudi Arabia Top 10 Improvers Rankings 2015
Saudi Arabia Top 10 Improvers Rankings 2015
Methodology: 

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?”

Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.​

The Buzz Improvers chart ranks the brands with the highest increase in Buzz score comparing the first half of 2014 with the first half of 2015. Scores are representative of the general population. All Buzz scores listed have been rounded to a single decimal place.

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