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Rankings of top UAE and Saudi brands reflect efforts to improve customer perception

Two separate brand rankings in the UAE and KSA provide insights into company strategies to improve image, customer recognition, and perception

Saudi telecom giant, STC is the most valuable brand in Saudi Arabia, worth $9.7 billion Emirates Airlines ($3 bn) completes the top five with the highest brand equity Majid Al Futtaim is the “most improved” brand of the past year

Two separate brand rankings in the UAE and KSA provide insights into company strategies to improve image and customer recognition and perception.

BrandZ Top 30

Saudi telecom giant, STC is the most valuable brand in Saudi Arabia, worth $9.7 billion, topping the ranking due to its scale and strength, as well as bold new communications initiatives and a strong sense of brand purpose. 

As per the inaugural BrandZ Top 30 Most Valuable Emirati and Saudi Brands 2020 ranking released by WPP and Kantar, STC has made efforts to promote opportunities for women, young people, and people with determination.

For its part, with its focus on customer experience, Etisalat ($5.2 bn) is the second most valuable brand. The United Arab Emirates telecoms company focuses on how technology enriches people’s lives, communicated through its “Together Matters” tagline and Smiles loyalty scheme.

Al Rajhi Bank ($4.7 bn) and FAB ($3.9 bn) are no. 3 and no. 4, out of the 13 banking brands in the Top 30.

Read: They’re back: 73% of brands have increased spend on influencer marketing

Emirates Airlines ($3 bn) completes the top five with the highest brand equity of the Top 30 brands. Emirates has successfully integrated online and offline services for seamless customer experience, while pioneering sustainable measures.

With a combined value of $50 bn, the ranking which includes consumer-facing brands from across a range of categories, from food to energy, reflects the changing lifestyles and attitudes within the UAE and Saudi.

Telecom providers and banks contribute 70% ($35 bn) of the combined brand value of the Top 30. 

Hunger Station (no. 25; $488 million) is the youngest brand in this inaugural ranking and the only lifestyle platform in the Top 30. Its success shows the importance of understanding the market and the effectiveness of targeting different consumer groups with different communications. During the coronavirus pandemic, the brand offered free delivery of groceries and pharmacy products to its customers.

Knowing the importance of local cuisine in people’s lives has propelled two food brands, Almarai (no. 6; $2.8 bn) and Saudia (no. 30; $290 mn) into the ranking. Accounting for 6% of the Top 30’s value, both brands have expanded from their original dairy business, although this remains their primary focus because of its prominence in regional dishes.

Real estate brand Emaar (no. 9; $1.8 bn) has put innovation at the forefront of its customer experience by developing the Emaar ONE app to allow homeowners to fully manage their property from their phone. 

Abu Dhabi National Oil Company (ADNOC) (no. 11, $1.7 bn) has successfully expanded its oil and gas operations across the region to meet the challenges of an ever-changing energy market. 

Read: What do UAE consumers want and need from brands to become and remain loyal?

YouGov loyalty rankings

Dubai’s flag carrier airline remains the brand with the most loyal customers in the country

YouGov Customer Loyalty Rankings 2020 reveals that Emirates airlines is the brand with the most loyal customers in the UAE, with a Loyalty score of 88.6.

YouGov BrandIndex measures the public’s perception of brands on a daily basis across a range of metrics.  

YouGov BrandIndex has also released the ten “most improved” brands of the past year- brands that have registered the largest improvement to their loyalty score in the past year. 

Majid Al Futtaim is the “most improved” brand of the past year, with a rise of +9.6 points to its Loyalty score. Al Futtaim Group is the second-best improved, with a change in score of 8.6 points.

YouGov Customer Loyalty Rankings 2020 for Saudi reveals that Almarai, yet again, is the brand with the most loyal customers, with a Loyalty score of 81.1. 

Almarai is closely followed by Saudia and Al Baik, highlighting the strength of local brands within the kingdom despite the challenging times. 

YouGov BrandIndex has also released the ten “most improved” brands in the past year. 

Al Raya and Saudi Telecom are the “most improved” brands of the past year, with a rise of +7.7 points each to their loyalty scores. H&M is the third-best improver, with a change in score of +7.4 points.