Source: Yougov Brandindex. Top ranked-brands for KSA in 2016.

The YouGov Brandindex rankings for 2016 illustrate the diverse brands consumers love. Rankings were determined by BrandIndex’s Buzz score, which asks respondents about their recent exposure to a brand through advertising, news, or word-of-mouth and whether their perception was positive or negative.

The Buzz Rankings chart highlights the brands that achieved the highest average Buzz scores from January to December 2016. Here are YouGov’s findings:

1. Almarai (maintained position)

Source: YouGov Brandindex website. Almarai makes food and dairy products.

As the largest vertically integrated dairy company in the Middle East, Almarai made waves on social media in 2016 with its film about mother’s milk and family-centric advertising. Within a week, the mother’s milk video became the second most-shared video globally on YouTube and ultimately became the seventh most-shared video of 2016. This success translated to the brand becoming the third most popular fast-moving consumer goods (FMCG) brand on Facebook, garnering over 45 million views.

Euromonitor’s report, “Dairy in Saudi Arabia,” highlights Almarai’s dominance in cheese, drinking milk, yogurt, and sour milk categories.

2. WhatsApp (up three places)

Climbing from fifth place in 2015 to second place in 2016, the world’s most widely used messaging app, owned by Facebook, solidified its position as a preferred mode of communication in KSA.

3. Apple (maintained position)

The release of new products like the MacBook Pro, iOS 10 software, Apple Watch Series 2, and iPhone 7 with wireless AirPods didn’t significantly impact Apple’s ranking.

Source: ALBAIK Facebook page. Banner for Earth Hour 2017.

4. ALBAIK (maintained position)

ALBAIK remained prominent in 2016 due to its impactful corporate social responsibility efforts. The brand’s “Please Park It Right” initiative earned the Global SABRE Award, placing it among the top 40 CSR programs globally at the end of 2015. In 2016, the leading quick-service chicken restaurant in the kingdom continued to garner attention by participating in Earth Hour and sponsoring the fourth Saudi Youth Sports Initiative, dedicated to supporting youth development through soccer and basketball in Jeddah.

5. iPhone (up one place)

Apple’s introduction of water resistance and an upgraded camera for its smartphone line was well-received by customers.

6. YouTube (up two places)

The world’s biggest platform for video streaming continued its upward trajectory in the region, fueled by expanding content and the arrival of 4K and 360° video experiences.

7. Samsung (down five places)

Samsung experienced a significant decline, dropping from second place in 2015 to seventh place in 2016. This fall can be attributed to challenges faced with the recall of roughly 2.5 million Note 7 devices due to battery concerns worldwide. However, the brand managed to maintain relatively positive Buzz scores throughout 2016. The introduction of the Galaxy S7 and S7 Edge Pink Gold smartphones exclusively for the Saudi Arabian market contributed to a boost in Samsung’s BrandIndex scores.

8. Saudi Airlines (new entry)

Saudi Arabia’s national airline slid from its initial sixth-place position in the 2016 mid-year rankings. Saudia revealed its plans for fleet modernization in 2017, including retirements, renewals, and the addition of new routes. The arrival of their first A330-300 regional aircraft aimed to enhance capacity on popular routes. In 2016, the airline received platinum status from the International Air Transport Association (IATA) for successfully implementing Fast Travel.

9. Toyota (new entry)

Toyota secured the ninth position driven by several new launches, announcements, and awards. Notably, the brand excelled at the 2016 Middle East Car of the Year (MECOTY) Awards, earning accolades for Best Midsize Sedan and Best Midsize Truck. KSA was strategically chosen for the GCC debut of the 2016 Toyota Prius. Additionally, a noteworthy partnership with Uber was formed to provide new leasing options, allowing Toyota Financial Services to lease vehicles to car buyers.

10. Emirates (new entry)

Emirates made its debut in the Saudi Arabian Buzz Rankings, strategically leveraging positive news while downplaying negative press to extend its influence across the region.

Source: Yougov Brandindex. Top Buzz improvers over 2016 for KSA.

The Buzz Improvers chart showcases brands that experienced the most significant positive shift in Buzz scores between 2015 and 2016. These scores represent the general population’s perception.

Mobily, Zain, and Snapchat emerged as the top Buzz improvers. Remarkably, KFC and Malaysia Airlines successfully transitioned from negative to positive scores in 2016.

Here are some other noteworthy observations:

• In the automotive sector, Toyota, Mercedes-Benz, and BMW claimed the top three spots. Mercedes-Benz, Audi, and Mazda achieved the most significant improvements in Buzz rankings.

• Among restaurants and eateries, Al Baik, Al Tazaj, and Pizza Hut emerged as leaders. KFC, McDonald’s, and Hardee’s saw substantial Buzz improvements, with KFC notably moving from negative to low positive scores.

• IKEA, Panda, and Jarir stood out as the most recognized retail brands. Extra, Carrefour, and Souq.com made impressive strides in Buzz score gains.

• The consumer electronics domain was dominated by Apple, Samsung, and Sony. Nikai, specializing in audiovisual equipment and phablets, Black & Decker, and JVC demonstrated commendable Buzz improvement, with Nikai notably transitioning from a negative to a positive score.

• Al Rajhi Bank, National Commercial Bank (NCB, Al Ahli), and Alinma Bank emerged as winners in the finance sector. GIB, Saudi Investment Bank, and Alawwal Bank exhibited significant Buzz improvements.

• Saudia, Emirates, and Qatar Airways took the lead in the travel category. Malaysia Airlines, Saudia, and Air France/KLM experienced a surge in popularity over the past year, with Malaysia Airlines notably shifting from a negative to a positive perception.

Intrigued?

• Watch Almarai’s touching mother’s milk video (Arabic). At the time of writing, this video had amassed over 12 million views.

• Learn how Almarai strategically used YouTube to connect with its target audience in KSA throughout 2016.

• Watch ALBAIK’s impactful “Please Park it Right” video (Arabic).