Google tops the first-ever global brand health rankings released by YouGov BrandIndex. In a list dominated by online brands, the search giant comes in just above sister company YouTube and number three, Facebook.
According to global daily brand tracker, BrandIndex, other tech firms feature prominently on the list which surveyed consumer opinion about brands across 30 countries. Device manufacturer Samsung coming in fourth, messaging service WhatsApp in fifth and Apple’s iPhone in sixth spot, while online retail behemoth Amazon is seventh. The top ten is completed by brands with longer histories – Toyota, Adidas and Colgate.
Top 10 Global Brand Health Rankings
6. Apple iPhone
YouGov BrandIndex operates in 32 countries across the globe, covering markets in North America, South America, Europe, Africa, Asia and Australasia. YouGov used the Index score for the list which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.
Ted Marzilli, CEO of YouGov Data Products commented: “Tech brands dominate this global list and with good reason. By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access. The presence of Samsung and Apple iPhone demonstrate that our mobile devices have become the remote controls for our lives. All of the brands in the rankings are mainstream with broad utility at their core – and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”
Emirates is UAE’s healthiest brand
In parallel to the top ten global list, YouGov also released brand health rankings in the UAE. Leading the top 10 healthiest brands with the highest Index score by some margin is home-grown international airline and lifestyle favourite Emirates (1).
Behind Emirates, digital powerhouses feature heavily in the UAE’s top 10, six of which also secure top 10 rankings globally. WhatsApp (2), Google (3), Facebook (5), YouTube (6), Apple iPhone (8) and Samsung (9) all share their global dominance among UAE consumers. Tech favourite Apple (7) also ranks highly.
Making a stand against the global favourites is supermarket giant Carrefour (4), whilst the largest vertically integrated dairy producer in the Middle East, Almarai (10) rounds up the first ever UAE brand health rankings.
Top 10 UAE Brand Health Rankings
8. Apple iPhone
Scott Booth, YouGov’s Head of Data Products in MENA commented: “The UAE is among the savviest markets in the world when it comes to mobile and online technology, so it is no surprise to see Google, Facebook, Apple, Samsung and related brands reach the top 10 list for Brand Health. On the other hand, we can see that Emirates, Carrefour and Almarai, long dominant in their respective sectors, have achieved levels of differentiation, ubiquity and consumer perception that set them apart from their direct competition.”
YouGov has also released a list of the brands with the most improved brand health in the UAE over the past year. Apple iPhone (1) has witnessed the biggest improvement among consumers, followed by the region’s first cultural, entertainment, family and shopping destination Global Village (2).
A real mix of brands make up the rest of the top 10 including noted progress for photo sharing site Instagram (5). Food and Beverage favourites Schweppes (6), Barbican (7) and Pizza Hut (9) continue to strengthen in the region, whilst urban living developments shows their brand resonance with entries for City Walk (4) and its developer Meraas Holdings (10).
Top 10 Most Improved UAE Brand Health Rankings
1. Apple iPhone
2. Global Village
4. City Walk
9. Pizza Hut
10. Meraas Holdings