PowerPoint Presentation · 2020. 7. 9. · Title: PowerPoint Presentation Author: Liz Man Created Date: 7/8/2020 9:18:34 PM

The

in the United

Arab Emirates

120 9

Table Of Contents

3

10

16

60

CHAPTER 01 - INTRODUCTION

CHAPTER 02 – OVERVIEW OF KEY FINDINGS

CHAPTER 03 – TOP 10 BRANDS IN UAE

CHAPTER 04 – METHODOLOGICAL NOTES

INTRODUCTION

The Most Influential Brands (MIB) survey measures andranks today’s most influential brands in the UAE andaround the world. We consider why they are leading, howthey impact us and what makes them influential -essential insights that apply to any business, large or small.The 2019 edition represents the ninth year for this initiativeglobally, with 16 countries participating around the world,but the first time in the UAE, where 120 national andglobal brands were evaluated across 14 categories.

A note on survey timing for the 2019 edition:

The MIB survey runs in December of every year, and ismeant to reflect perceptions towards the most influentialbrands of that year. The 2019 edition was no different,and thus the results of this report precede the COVID-19pandemic. While the pandemic might have am impacton some perceptions, the nature of the survey is such thatthe variables assessed (57 in total, see slides 7-8) arebroader and more strategic in nature, ones that remainextremely important and take brands years to achieve.Therefore, the brands in this report remain some of themost influential in the country, and their influence willmost probably outlive the COVID-19 pandemic. Havingsaid that, the results of the 2020 edition, scheduled to runin December of this year, should reflect any changes as aresult.

20

19

The UAE’s most influential brands march to their own drums: their edgy, unconventional

nature is what makes them stand out in a crowded, yet a competitive marketplace

cluttered by this globalized economy and behemoth brands. They influence how wedress, communicate, travel, shop, spend our free time, celebrate and socialize.

Only those that strike the right balance between trustworthiness, engagement, being

leading edge, corporate citizenship and presence will truly make an impact with

consumers and indeed on the world.

SO, WHAT IS INFLUENCE?

-40

0

40

80

120

160

200

240

280

320

360

400

440

480

3-J

an

-12

1-F

eb

-12

1-M

ar-

12

2-A

pr-

12

1-M

ay-1

21

-Ju

n-1

22

-Ju

l-1

21

-Au

g-1

24

-Se

p-1

21

-Oc

t-12

1-N

ov

-12

3-D

ec

-12

2-J

an

-13

1-F

eb

-13

1-M

ar-

13

1-A

pr-

13

1-M

ay-1

33

-Ju

n-1

31

-Ju

l-1

31

-Au

g-1

33

-Se

p-1

31

-Oc

t-13

1-N

ov

-13

2-D

ec

-13

2-J

an

-14

1-F

eb

-14

1-M

ar-

14

1-A

pr-

14

1-M

ay-1

43

-Ju

n-1

41

-Ju

l-1

41

-Au

g-1

43

-Se

p-1

41

-Oc

t-14

1-N

ov

-14

2-D

ec

-14

2-J

an

-15

2-F

eb

-15

2-M

ar-

15

1-A

pr-

15

1-M

ay-1

51

-Ju

n-1

51

-Ju

l-1

53

-Au

g-1

51

-Se

p-1

51

-Oc

t-15

2-N

ov

-15

1-D

ec

-15

1-J

an

-16

1-F

eb

-16

1-M

ar-

16

1-A

pr-

16

1-M

ay-1

61

-Ju

n-1

61

-Ju

l-1

61

-Au

g-1

61

-Se

p-1

61

-Oc

t-16

1-N

ov

-16

1-D

ec

-16

1-J

an

-17

1-F

eb

-17

1-M

ar-

17

1-A

pr-

17

1-M

ay-1

71

-Ju

n-1

71

-Ju

l-1

71

-Au

g-1

71

-Se

p-1

71

-Oc

t-17

1-N

ov

-17

1-D

ec

-17

1-J

an

-18

1-F

eb

-18

1-M

ar-

18

1-A

pr-

18

1-M

ay-1

81

-Ju

n-1

81

-Ju

l-1

81

-Au

g-1

81

-Se

p-1

81

-Oc

t-18

1-N

ov

-18

1-D

ec

-18

1-J

an

-19

1-F

eb

-19

1-M

ar-

19

1-A

pr-

19

1-M

ay-1

91

-Ju

n-1

91

-Ju

l-1

91

-Au

g-1

91

-Se

p-1

91

-Oc

t-19

1-N

ov

-19

1-D

ec

-19

DOW/NASDEQ Influential Brandsinfluential brands leading the market index globallyCumulative Monthly % Change (2011 to 2019)

INFLUENCE MATTERS

has changed the way you shop

is fundamental to your life

has changed what you do in everyday life

has encouraged you to make smarter/better choices

has made your life more interesting

is really important in the world today

has had an impact on the way you interact with people

you identify with

is relevant to your life

have an emotional relationship with

is part of everyday language

NATURE OF INFLUENCE

WE DEFINE INFLUENCE WITH 11 KEY METRICS

THE 5 DIMENSIONS USED TO MEASURE INFLUENCE

ENGAGEMENT

TRUSTWORTHYLEADING EDGE

CORPORATE CITIZENSHIP

PRESENCE

THEN MEASURE WHAT DRIVES IT ACROSS 5

DIMENSIONS…

• Is a trendsetter• Is unique• Stand-out• Is innovative• Is an original• Are ahead of its time• Lead its competitors• Are attractive• Is the benchmark I compare other

competitive brands against

LEADING EDGE • Actively cares about and supports my community

• Are socially responsible• Are represented by someone well

known that you respect

CORPORATE CITIZENSHIP

• Set an example for other brands• Have forever changed the

consumer landscape• Are edgy• Are unconventional• Shapes consumer behaviour• Introduced me to something I never

knew I needed

• Are environmentally responsible• Inspires a sense of Saudi pride• Represent characteristics you want to have/reflect

• Most of your friends & family use/buy• Advertises a lot

PRESENCE• You see everywhere• Is established

FUELED BY AN IN-DEPTH ANALYSIS WITHIN EACH

DIMENSION

• You would watch or click on ads for this brand if you saw them on a website

• Have ads you have emailed to friends, or shared via a Social Networking site

• Have you searched online for more information related to this brand

• You would like to interact with more

• You are happy to support/"Like" within a Social Networking site

• I have viewed ads/videos for this brand using online video sites like YouTube• I have interacted with this brand in some way online• You can’t wait to see what they will introduce next

ENGAGEMENT• You buy/use today• Are dependable• I have confidence in them• You trust• Consistently send the same message

about what it stands for

• You feel are iconic

TRUSTWORTHY• Are a reliable resource• You highly recommend• Have a strong future• Understand consumers’ needs• Continues to get better• You are willing to defend• Consumers want to hear from

Overview Of Key

Findings

As low as

As high as

21

292100

The influence index that we calculate for each brand is a normalization of the degree of influence among

brands in UAE, where an index of 100 represents the influence of an average brand, with the highest brand

achieving a score of 292, and the lowest scoring 21.

THE IPSOS INFLUENCE INDEX: OVERVIEW

THE INFLUENCE DRIVERS OF THE EMIRATI MARKETCorporate Citizenship, Trustworthiness, and Engagement were evidently the biggest drivers on brands tested in UAE, followed by Leading Edge.

2310

2618

3421 25

28

1020

3144

17

36

12

29

21

30

18

20

26

35 30

4437

30

33

38

22

43

2

44

1 111

2

38

21

31

24

28

25 1320 22

22 1619

3

10

1624

2435

2132

2129

20 20 24 25 2117

3218 21

OV

ER

ALL

Aut

o

SM

& O

nlin

e

Tec

h

Onl

ine

Ret

ail

Ret

ail

CP

G

Foo

d &

Gro

cery

Rea

l Est

ate

Ban

king

& F

inan

ce

Onl

ine

Ser

vice

s

Tel

co

Airl

ine

QS

R

Insu

ranc

e

Trustworthy Leading Edge Presence Corp. Citizenship Engagement

INFLUENCE DRIVERS IN UAE –BY CATEGORYThe impact of each dimension varies considerably by category and by brand reflecting the fact that each and

every brand is somewhat unique.

ONLY THE BEST LOCAL BRANDS MANAGE TO ENTER THE

TOP 10 LISTS ACROSS THE WORLD

BUT IT APPEARS THAT THERE IS MORE ROOM FOR LOCAL

BRANDS AMONGST THE TOP 20

Top 10 Brands

In UAE

Ipsos Influence Index Score187

#

29%24% 23% 21%

2%

TRUSTWORTHY ENGAGEMENT PRESENCELEADING EDGECORP. CIT.

overall

0%

23%

47%

27%

3%

#

10

64%23%

52%

Advertises a lot

25%

Brand Overall

#

10

You have

interacted with

this brand in some

way online

51%

Have forever

changed the

consumer

landscape

20%

44%

Is the benchmark

you compare other

competitive brands

against

20%

Brand Overall

#

10

#


29%24% 23% 21%

2%


overall

29%17%

29% 24%

0%

#

9

44%

Are socially

responsible

20%

39%

Represents

characteristics you

want to have/

reflect

19%

Brand Overall

#

9

46%24%

44%

You have

interacted with this

brand in some

way online

23%

Brand Overall

#

9

You are happy to

support within a

social networking

site

#


29%24% 23% 21%

2%


overall

19%

46%

9%26%

0%

#

8

62%

You highly

recommend

24%

62%

You have

confidence in them

25%

Brand Overall

#

8

58%

Is an original

24%

56%

Leads its

competitors

21%

Brand Overall

#

8

#


29%24% 23% 21%

2%


overall

30%11%

39%20%

0%

#

7

43%

You see everywhere

28%

42%

You are happy to

support within a

social networking

site

24%

Brand Overall

#

7

42%

You buy/use today

23%

34%

Are socially

responsible

20%

Brand Overall

#

7


#

29%24% 23% 21%

2%


overall

0%

26% 32% 27%15%

#

6

58 %

You have viewed

ads/ videos for this

brand using online

video sites like

YouTube

26%

55%

You see everywhere

28%

Brand Overall

#

6

59%

Is innovative

23%

53%

Is an original

24%

Brand Overall

#

6

#


29%24% 23% 21%

2%


overall

27%18%

27% 28%

0%

#

5

41 %

Is innovative

23%

39%

Leads its

competitors

21%

Brand Overall

#

5

41%

You are happy to

support within a

social networking

site

24%

40 %

Most of your friends

& family use/buy

27%

Brand Overall

#

5

#


29%24% 23% 21%

2%


overall

10%26%

16%

47%

0%

#

4

65%

Is an original

24%

64%

Is innovative

23%

Brand Overall

#

4

60%

You have

confidence in them

25%

59%

Have a strong future

26%

Brand Overall

#

4

#


29%24% 23% 21%

2%


overall

23% 23%39%

0%15%

#

3

66%

Most of your friends

& family use or buy

27%

65 %

You see everywhere

28%

Brand Overall

#

3

61%

You highly

recommend

24%

58%

You trust

25%

Brand Overall

#

3

#


29%24% 23% 21%

2%


overall

30% 27% 20% 23%

0%

#

2

51%

Are socially

responsible

20%

51 %

You buy/use today

23%

Brand Overall

#

2

51%

You would like to

interact with more

22%

Brand Overall

#

248%

You highly

recommend

24%

#


29%24% 23% 21%

2%


overall

38%

16% 22% 24%

0%

#

1

53%

Are socially

responsible

20%

49%

Represent

characteristics you

want to have or

reflect

19%

Brand Overall

#

1

56%

Introduced you to

something you

never knew you

needed

18%

54%

Have forever

changed the

consumer

landscape

20%

Brand Overall

#

1

10MOST INFLUENTIAL BRANDS

TOP

in United Arab

Emirates

1

2

3

4

5

6

7

8

9

10

Most Influential Brands - Per Category

F&B QSR Online Retail Telecom Tech

Auto Banking Retail CPGSocial Media

STUDYING THE 120 MOST INFLUENTIAL BRANDS IN UAE

Tot AUTO

Toyota

Al Futtaim

Nissan

Honda

Mercedes

BMW

Hyundai

Volkswagen

Ford

Infiniti

Chevrolet

BANKING & FINANCE

Visa

Emirates NBD

MasterCard

ADCB

First Abu Dhabi Bank

American Express

HSBC

AIG

CPG

Colgate

Sensodyne

Panadol

Gillet

Dettol

Close Up

John & Johnson

L'Oréal

Tide

Dove

Head & Shoulders

Ariel

Unilever

Nivea

Lux

Persil

Procter & Gamble

(P&G)

Lifeboy

Sunsilk

Pantene

Aspirin

Vanish

ONLINE RETAIL

Amazon

Noon.com

Namshi

Instashop

INSURANCE

Metlife

TSOCIAL MEDIA & ONLINE CONTENT

WhatsApp

YouTube

Facebook

Instagram

Twitter

Netflix

LinkedIn

Snapchat

Shahid

Spotify

Anghami

T TECH

Google

Apple

Samsung

Microsoft

Huawei

LG

SONY

Dell

Intel

Philips

IBM

TELECOM

Etisalat

Du

FOOD & GROCERY

Nescafe

ALMARAI

Nestlé

Pepsi

KitKat

Nutella

Cadbury

Coca-Cola

Nespresso

Red Bull

Ferrero Rocher

Kinder

Kraft

Mars

La vache qui rit

Tropicana

Philadelphia

AL Safi Danone

ONLINE SERVICES

TALABAT.COM

Zomato

CAREEM

Uber

Deliveroo

Uber Eats

Carriage

RETAIL

Carrefour

Lulu Group

IKEA

Adidas

Nike

Spinneys

Danube

AIRLINES

Emirates Airlines

Etihad Airways

Air Arabia

Fly Dubai

OTHER

Majid Al Futtaim

T REAL ESTATE

Landmark Group

Emaar

Damac Properties

Dubai Holding

Nakheel

Meeras

QSR

Pizza Hut

KFC

McDonald’s

Starbucks

Costa Coffee

Subway

Burger King

Methodological

Notes

Denmark

Germany

Ecuador

Italy

Mexico

US

U.A.E

Taiwan

Brazil

Canada

China

Colombia

Saudi

Arabia

South

Africa

Hong

Kong

UK

World wide Brands that promote a sense of

purpose and shape to our world studied every

year901

Global and National brands in the UAE

where covered in Ipsos 2019 MIB study.120

2019 marks the ninth consecutive year of the study

across 16 countries:16

WHAT IS THE MOST INFLUENTIAL BRANDS STUDY

People interviewed in the

United Arab Emirates1,200

The study was conducted between December 2019 and January 2020. Results are based on an onlinesurvey of 1,200 residents of the UAE, aged 18+, using the Ipsos Online Panel. The sample composition isrepresentative of the population of the UAE.

A STUDY TALKING DIRECTLY TO THE SAUDI MARKET

Mohammed Minawi | Chief Client Officer, IPSOS MENA

[email protected]

Saad Masri| Research Manager, IPSOS UAE

[email protected]

Nicola Qahoush | Research Manager, IPSOS MENA

[email protected]

For more information, please contact:

20

19

Documents

PowerPoint Presentation · 2020. 7. 9. · Title: PowerPoint Presentation Author: Liz Man Created Date: 7/8/2020 9:18:34 PM