Emirates tops ranking of most recommended brands in the UAE

Dubai’s Emirates airline is the most recommended brand in the UAE in 2021, followed closely by iPhone and Adidas, according to a YouGov survey. The rankings are based on YouGov Brand Index’s positive Recommend score, which measures the percentage of a brand’s customers who would endorse it to a friend or colleague. Emirates scored 91.4 per cent, iPhone 89.4 and Adidas 88.8. Rounding out the top five most-recommended brands in the UAE was Nike in fourth place with a score of 86.9 and Etihad Airways with 86.3. “As travel restrictions eased in the country, many flight services resumed operations. Alongside Emirates, Etihad Airways also makes an appearance in the list – in fifth,” market research firm YouGov said. “Dubai’s flag carrier’s top ranking follows its strong showings in YouGov’s 2020 Best Brand Rankings where it ranked first.” According to a KPMG report in February last year, seven in 10 UAE residents ranked product quality as the top feature that inspires loyalty, while six in 10 consider value for money, customer service and product consistency as key. Only four in 10 identify points and rewards as an important factor. The YouGov 2021 Brand Index surveyed a minimum of 300 people for each brand and tracked them for at least six months between June 1, 2020 and May 31. The increased appetite for health and fitness during the Covid-19 pandemic boosted demand for sportswear and apparels. This helped three brands make the list: Adidas placed third, Nike fourth and Skechers ninth (84.4). New launches helped iPhone and Samsung Galaxy strengthen their brand advocacy. Samsung Galaxy took seventh spot (86.1). The region’s biggest dairy producer Almarai ranked eighth (84.9) after it claimed to be the world’s first brand to obtain a pandemic prepared certification from AIB International for its food safety practices, according to YouGov. Emaar and Burj Al Arab round out the top 10 in sixth (86.1) and 10th (84.1) positions, respectively. Among the brands that registered the biggest improvement in their recommend score over the past 12 months, IndiGo airline topped the list with a change in score of 12.4, followed by A’l Bahar at The Corniche Abu Dhabi (12.1), flydubai (11.2), Air Arabia (8.6) and Saadiyat Island (8.6). “The improvers list in UAE has a dominance of airlines and destinations, reflecting the building appetite for a holiday among residents. With the rapid progression of the vaccination drive across the UAE, restrictions have eased and consumers’ confidence in stepping out has grown,” YouGov said. Reel Cinemas (7.6) and Yas Island Abu Dhabi (7.5) also scored well and secured a place in the list of improvers. Extra Chewing Gum (8.3), Super Glue (7.9) and Domino’s Pizza (7.0) also improved their rankings.

Emirates tops ranking of most recommended brands in the UAE

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