2016 Annual Rankings

2016 - Annual Rankings: UAE Top Buzz Rankings

(1) Emirates (non-mover)
Emirates remains the most positively perceived brand in the UAE for 2016. The past year saw Emirates face highs and lows, however the airline brand seems to have capitalized on the positive and softened the negatives to retain its crown as the number 1 brand in the UAE Buzz rankings

(2) Whatsapp (non-mover)
One of the most popular messaging app’s in the world, Whatsapp retains its position in second place in the annual rankings. The Facebook-owned app is now synonymous with instant messaging, and is certainly one of the UAE’s most commonly used methods of communication according to YouGov data.

(3) Carrefour* (new entry)
The UAE’s premier Hypermarket has seen a steady increase in 2016, landing it as the only new entry into the BrandIndex Rankings. The brand, which is significantly ahead of hypermarket competitors in virtually every BrandIndex metric.

(4) Facebook (up two places)
The tech giant climbs two places to secure the fourth spot in the rankings. With the launch of 360 photos and videos across the platform, new and improved app features and the launch of ‘Marketplace’, consumers are continually engaging with the brand. Despite recent controversies with regards to fake news stories published on Facebook, the brand has managed to avoid the decline seen by some other brands in the sector.

(5) Apple (down two places)
Apple caused a great deal of controversy over the past year with the announcement that their latest phone models – the iPhone 7 and 7 Plus – would not carry an audio jack. This, in combination with the announcement of the wireless AirPods and the new Apple Watch Series 2, has seen the brand drop two positions in the annual rankings to fifth place.

(6) Emaar (up four places)
Emaar has continued its rise in Buzz, with an impressive jump of four places in the Rankings compared to 2015. In fact the real estate brand has generated far more Buzz than any of its competitors within the real estate development sector. 2016 saw the opening of the Dubai Opera and announcements of multiple upcoming large-scale developments throughout Dubai. One of the most exciting Emaar developments being the ground breaking on construction of The Tower at Dubai Creek Harbour, the brand-new icon that will be the world’s tallest tower when completed in 2020.

(7) YouTube (up one place)
The world’s largest video-streaming website has jumped one place in the BrandIndex rankings since last year. Owing to the continued increase in content, as well as the introduction of 4k and 360° video, the platform continues to grow in popularity throughout the UAE.

(8) iPhone (down one place)
Despite the release of the much awaited iPhone 7 models, the smartphone brand has fallen slightly in YouGov’s BrandIndex rankings. While the introduction of water-resistance and an improved camera to the phone were very much welcomed by consumers, the lack of an audio jack and fewer than expected hardware upgrades seem to have been more significantly noticed.

(9) Google (down four places)
Google is yet another of the Tech giants to have seen a drop since 2015, falling four places in the BrandIndex Buzz rankings. This could well be caused by the lower levels of penetration for some of the brand’s newer products such as the Google Pixel smartphone or the new 4k-capable Chromecast Ultra.

(10) Etihad Airways (down one place)
The Abu Dhabi based airline brand has dropped slightly in the BrandIndex Buzz rankings, despite a decent amount of buzz being generated through their latest advertising campaigns featuring Nicole Kidman and sponsored events in the past year – the most notable of which was the Abu Dhabi Grand Prix.

UAE Top Buzz Rankings
UAE Top Buzz Rankings

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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