Emirates becomes the most recommended brand in UAE; YouGov

By Amirtha P S, Desk Reporter
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UAE’s largest airline the Emirates leads the list of the country’s most recommended brands, with a Recommend score of 91.4 percent, according to YouGov’s new analysis. The Emirates’ achievement follows its strong showings in YouGov’s 2020 Best Brand Rankings where it secured the first position. 

The new rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Every brand in the Rankings has a minimum sample of 300 and has been tracked for at least 6 months, with all scores being rounded to a single decimal place.  

As the UAE eased travel restrictions, many flight services resumed operations. Alongside Emirates, Etihad Airways also makes an appearance in the list, in the fifth position, with a score of 86.3.

Amidst new launches, both iPhone and Samsung Galaxy strengthened their brand advocacy among customers and secured a place in the UAE top 10 rankings. iPhone places second in the list with a score of 89.4 and Samsung Galaxy takes the seventh spot with 86.1.

The COVID-19 pandemic has increased appetite for health and fitness and it gave a boost to the demand for sportswear and apparel across the globe. In that regards three leading brands got into the list, Adidas is placed third (88.8), Nike in fourth (86.9) and Skechers in the ninth (84.4) position, respectively.

Almarai’s proclamation to be the world’s first brand to obtain a Pandemic Prepared Certification from AIB International for its food safety practices amidst the pandemic has certainly won over its customers, landing it the eighth position in the rankings (score of 84.9). Emaar and Burj Al Arab complete the UAE top 10 rankings in sixth (86.1) and tenth (84.1), respectively.

YouGov also revealed the brands that made the greatest improvement to their Recommend score among customers over the past 12 months. IndiGo noted the biggest uplift in its Recommend score, from 49.2 last year to 61.6 this year.

Two other airlines, flydubai and Air Arabia make an appearance on the list, with a change in score of 11.2 and 8.6, respectively. A’l Bahar at the Corniche Abu Dhabi (12.1), Saadiyat Island (8.6), Reel Cinemas (7.6) and Yas Island Abu Dhabi (7.5) have fared notably well among their customers and secured a place in the list of improvers. Finally, Extra Chewing Gum (8.3), Super Glue (7.9) and Domino’s Pizza (7.0) complete the 2021 improvers list in UAE.

Related: UAE’s Emirates unveils new account-based payment solution for ticket purchases