Emaar is ‘most recommended’ brand in KSA, says YouGov survey

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Time: November 15, 2018      

Mohamed Alabbar, chairman of Emaar Properties. (AFP)
  • The Dubai-based developer bumped Emirates airline from the top spot into second place
  • Korean car giant Kia had the most improved level of customer advocacy in the past 12 months

LONDON: Emaar has claimed top spot in a list of most recommended brands in Saudi Arabia, according to a YouGov survey.
The Dubai-based developer, more associated with its home emirate than the Kingdom, nevertheless raced up from fifth position last year and bumped airline Emirates from the top spot into second place.
The rankings reflect a mix of brands including travel, real estate, consumer goods and financial services, YouGov said.
“Brand advocacy is an indicator of a brand’s performance in terms of customer service and satisfaction,” said Scott Booth, the regional head of YouGov BrandIndex.
“A recommendation from friend or family is one of the most powerful votes of confidence and provides invaluable endorsement for a brand.”
Apple, iPhone and Almarai have seen a drop in the Advocacy Rankings, produced by YouGov’s daily brand tracking tool BrandIndex. It measures how much current and former customers endorsed brands over the past year by asking respondents, “Would you recommend the brand to a friend or colleague?” or “Would you tell a friend or colleague to avoid the brand?”
Korean car giant Kia had the most improved level of customer advocacy in the past 12 months.
Other brands such as Bison, Power Horse, Coca-Cola Zero, Red Bull and Pepsi Max also registered significant improvement in their brand advocacy scores this year.

This article was first published in Arab News

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