2016 Annual Rankings

2016 - Annual Rankings: Saudi Arabia Top Buzz Rankings

(1) Almarai (Non-mover)
Almarai has continued to win positive appeal amongst residents throughout 2016 holding on to the number 1 position. The largest vertically integrated dairy producer in the Middle East ignited social media in 2016 with the launch of its film on mother’s milk and its family-focused advertising. The mother’s milk video became the second most shared video on YouTube in the world in just one week and came in globally as the 7th most shared video of 2016. This also made the brand the third most popular FMCG brand on Facebook with over 45 million views.

(2) Whatsapp (up three places)

The world’s most popular messaging app has moved up substantially in the Buzz rakings -- from fifth place in 2015, to second place in 2016. The Facebook-owned app has gained significant popularity in the region, and is one of the most popular modes of communication in Saudi Arabia.

(3) Apple (Non-mover)

With the release of the new mac book pro, iOS 10 Software, the Apple Watch Series 2 and the iPhone 7 with wireless AirPods, Apple have had a year of updated releases, however all of these releases seem to have not affected Apple’s rank greatly, and the brand remains in third place.

(4) Al Baik (Non-mover)

Al Baik maintains its position at number 4 and has been making the headlines for its Corporate Social Responsibility throughout 2016 helping to keep it in the top 5. The brand’s “Please Park It Right” community initiative received the Global SABRE Award as one of the world’s top 40 CSR programs at the end of 2015. 2016 saw the Kingdom’s leading quick service chicken restaurant hit the headlines for switching off its lights to mark earth hour and sponsoring the Fourth Saudi Youth Sports Initiative aimed at enriching the lives of youth and contributing to the development of soccer and basketball in Jeddah.

(5) iPhone (Up one place)

With the release of the much awaited iPhone 7 models, the smartphone brand has moved up one place in Saudi Arabia. The introduction of water-resistance and an improved camera to the phone were very much welcomed by consumers, which has helped elevate the brand to fifth place in the rankings.

(6) YouTube (Up two places)

The world’s largest video-streaming website has jumped two places 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 in the region.

(7) Samsung (Down five places)

Samsung has come in at seventh place after falling from second place in the 2015 rankings. Samsung has gone through a tough period with the company recall of some 2.5 million note 7 devices following multiple battery issues worldwide, however Samsung has still maintained high levels of positive Buzz in the Kingdom throughout 2016. The release of the Galaxy S7 and S7 Edge pink gold version of its latest smartphone exclusively for the Saudi market helped boost Samsung’s BrandIndex scores.

(8) Saudi Airlines (Brand new entry)

Saudi Arabia’s flagship airline comes in at 8th place after falling from sixth place since it’s debut in the 2016 mid year rankings. Saudia has made a series of exciting announcements in recent months including fleet retirement and renewal for the coming year, new flight routes, and the delivery of its first A330-300 Regional aircraft which will boost capacity on several of Saudi Arabian Airlines’ most in-demand routes. 2016 also saw the carrier win Platinum status for Fast Travel implementation from the International Air Transport Association (IATA).

(9) Toyota (Brand new entry)

New launches, announcements and coveted awards see Toyota land 9th place. In the last six months, the popular car brand achieved success at the 2016 Middle East Car of the Year (MECOTY) Awards winning Best Midsize Sedan and Best Midsize Truck. Toyota also chose Saudi Arabia to make its GCC debut launch of the new 2016 Toyota Prius. A partnership with Uber also hit the headlines following the announcement the two brands will create new leasing options in which car purchasers can lease their vehicles from Toyota Financial Services.

(10) Emirates (Brand new entry)

Emirates has entered the Buzz Rankings in Saudi Arabia for the first time. The past year saw Emirates through both tough and good times, but the airline brand seems to have capitalized on the positive and downplayed the negative to increase its reach across the region.

Saudi Arabia Top Buzz Rankings
Saudi Arabia 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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