- The tech giant yet again leads the rankings with the best brand health amongst Egypt residents
- Despite topping the rankings, tech brands have noted a year-on-year decline in brand health score
- Carrefour makes an impressive new entry in sixth, with a score of 42.5
- Google takes the top spot for best brand globally alongside tech giants WhatsApp, YouTube, Samsung and Amazon
Search engine giant Google becomes the top-ranked brand in YouGov’s 2020 Best Brand Rankings for Egypt for the second consecutive year (52.2).
YouTube, a subsidiary of Google ranks second this year (48.6), up one position with WhatsApp dropping down one spot in the ranking to third this year (47.6).
Despite topping the rankings, it was a tough year for tech brands, with each of these brands recording a decline in brand health scores year-on-year. Facebook also recorded a decline in year-on-year brand health score and iPhone dropped out of the top 10 altogether.
The rankings were based on the Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation1.
The highest new entrant in to the top 10 brands in Egypt in terms of brand health was Carrefour, the retail giant operated by Majid al Futtaim in MENA, with an impressive entrance in the sixth position (42.5).
Dream Park and National Bank of Egypt round out the new entrants into the top 10 brands this year landing at eighth (37.6) and ninth (37.4) respectively. Kit Kat and Cadbury join iPhone dropping out of the top 10 this year.
Other movers in the top 10 are Almarai dropping down to tenth from sixth rank in 2019 (36.0).
Dettol has further strengthened its position among the masses during the pandemic, and moved up one place, from eight to seventh in this year’s list (38.4).
The rankings also show the brands which have improved the most over the past 12 months. KFC is the most improved brand of the past year, with an increase of +9.4 points to its Index score.
McDonald’s follows in second, with a change in score of +8.4. Both brands continue to improve their brand health year-on-year having both featured in lasts year’s improvers as well.
Along with QSR brand KFC and McDonald’s, other Food & Beverage related brands seem to be resonating well with consumers this year. Chipsy (+8.1), El-Hassan & El-Hussein (+7.5), Tiger (+7.4), Juhayna (+6.6), Maggi (+5.3) and Juhayna Juices (+5.2) all make an appearance in the list of improvers this year.
Finally, Bank Misr (+6.7) and Noon.com (+5.5) complete the Top Ten Improvers’ list of Egypt.
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Tech companies dominate the global best brand rankings
YouGov also released this year’s annual global best brands rankings with Google taking the top spot. Tech brands dominate the top of the list with the search and advertising giant followed by WhatsApp, YouTube, Samsung and Amazon.
With Netflix and Facebook in sixth and seventh respectively, the only non-tech-related brands in the top ten are Singaporean ecommerce platform Shopee (eighth), Swedish retailer IKEA (ninth) and US sportswear titan Nike (tenth).
YouGov BrandIndex conducts 8 million interviews across the world every year who answer questions about a company’s quality, value and their level of satisfaction with the brand, among other measures. YouGov BrandIndex operates in over 40 countries across the globe, covering markets in North America, South America, Europe, Africa, Asia, the Middle East and Australasia.
For this year’s global list, YouGov used data from 33 markets – data from countries that cover three sectors or fewer were not counted in the top 10.
Digital brands dominate the global ranking and with good reason. By their very nature the likes of Google, YouTube, and WhatsApp are available in most places on Earth to anyone with internet access. However, while much of the list has only been around for the last couple of decades, classic brands IKEA and Nike that have been around a good while longer also make the list.
Commenting on the research, Scott Booth, Head of Data Products and Services MENA at YouGov said, “Global technology brands continued to dominate the best brands in Egypt this year. Most improved brands however are more focussed on convenience, with Fast Food, online retailers and food and beverage brands dominating the top improvers’ list.”
The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 344 brands in Egypt, which allows YouGov to build a picture of how different brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
1Impression – whether someone has a positive or negative impression of a brand
Quality – a net measure of whether consumers think the brand represents good or poor quality
Value – a net measure of whether consumers think the brand represents good or poor value for money
Satisfaction – whether someone is a satisfied or dissatisfied customer
Recommend – whether someone would recommend a brand to a friend or not
Reputation – whether someone is proud or embarrassed to work for a brand