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Facebook Wins Biggest Positive Brand Appeal in Egypt in 2016
Published Jul 17, 2016
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Social media giant Facebook is the most positively perceived brand in Egypt according to the 2016 Mid-Year BestBrand Rankings - released today by global market research company YouGov.
The Mid-Year BestBrand Rankings, which were released across 26 countries globally, including the UAE, Saudi Arabia and Egypt, are compiled twice a year using the Buzz score from YouGov’s daily flagship brand tracker - BrandIndex. Buzz asks residents daily if they have 'heard anything positive or negative about a brand in the last two weeks, through advertising, news or word-of-mouth’. Respondents are interviewed on YouGov’s online panel.
Since BrandIndex launched in Egypt in July last year, Facebook has dominated market share of positive brand sentiment amongst Egypt residents, who constitute its largest following in the Middle East region, and in 2016 the brand is still going strong.
Following closely, Google and YouTube take second and third place respectively showcasing the volume of positive appeal technology megabrands are achieving in the country this year so far. Both brands continued to help empower users in 2016 via such initiatives as Google doodle for International Women’s Day and a meeting between Pope Francis and 11 YouTube creators to promote understanding and empathy.
Entering straight into fourth place Memaar Al Morshedy is the only brand to debut in the BestBrand Rankings in 2016. The real estate developer ran an advertising campaign specifically targeted at young financially independent males still living at home this year to showcase a new premium project with affordable prices.
Rounding up the top five, Galaxy stands strong in fifth place. The chocolate favourite surprised customers with cash prizes at select stores in the country this year.
The National Bank of Egypt drops from fifth to sixth place whilst iPhone sits in seventh ahead of rival Samsung (mobile) which was the biggest faller from sixth to ninth for the first six months of the year. Almarai continues to sit comfortably in eighth place and is also the top ranking brand in Saudi Arabia. This year the brand continued to grow its social media presence with its recent film on breastfeeding which became the second most shared film in the world within a week of launch. Almarai is now also the third most popular FMCG brand on Facebook.
Last but not least Kit Kat ranks in tenth - despite slipping a place since the beginning of the year, according to Think with Google, the Nestlé brand’s latest advertising campaign for Kit Kat with hazelnut was the third most popular advert on YouTube in March this year.
YouGov’s Egypt Managing Director Yasser Omar commented, “Technology brands continue to demonstrate their dominant positive appeal in 2016 by consuming five of the top 10 ranks overall due to their universal awareness and usage amongst respondents. However, with the introduction of the Real Estate sector to BrandIndex earlier this year, Memaar Al Morshedy has comfortably made its mark in the Rankings due to its national presence and appeal amongst a wider segment of the general population. We also continue to witness a strong presence from Galaxy, Kit Kat and the National Bank of Egypt - an indication these brands are achieving cut through with consumers in Egypt’s competitive Buzz landscape.”
Posted by
VMD - [Virtual Marketing Department]
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