Mobile-related brands shine in 2019 brand rankings for KSA women

Apple has beat dairy brand Almarai to become the top brand in the 2019 Women’s Choice Brand Rankings* by YouGov MENA for KSA. With new iPhones and Apple watches last year, the brand generated a lot of noise and has strengthened its appeal among women, YouGov said.

Apple’s smartphone brand, iPhone, is in 2nd place.

Source: YouGov. 2019 Women's Choice Rankings for KSA: top 10.

The rankings were compiled using the Impression score from YouGov’s daily brand tracker, BrandIndex, asking respondents the question “Which of the following brands do you generally have a positive/negative feeling about?” over the past 12 months.

Both WhatsApp and YouTube saw a decline in their rankings, slipping down to 4th and 7th respectively in 2019.

YouGov also revealed the 10 brands that made the largest improvement to their Impression scores over the past 12 months. Telco mada is the most improved brand of the past year among women with a change in score of +11.5, going from an Impression score of 23.2 in last year's YouGov BrandIndex Women's Rankings to 34.7 this year.

Source: YouGov. 2019 Women's Choice Rankings for KSA. The brands that improved the most year on year.

Chinese tech giant Huawei is also becoming popular amongst women and has shown a marked improvement in its score (+7.9), becoming the fourth best improver of 2019.

*The 501 brands in KSA in the YouGov BrandIndex were ranked using the Impression score, which asks respondents, “Overall, of which of the following brands do you have Positive/Negative impression?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.

The Women’s Rankings chart shows the brands with the highest average Impression scores between February 1, 2018 and January 31, 2019. The Impression Improvers chart ranks the brands with the highest increase in Impression comparing the scores for the 12 months ending January 31, 2019 and the 12-month period ending January 31, 2018. To be included, the year-over-year variance must be positive. Scores are representative amongst women.

All Impression scores listed have been rounded to a single decimal place; however, YouGov also used additional precision to assign ranks.

All brands had to be tracked for at least six months to be included in the rankings. They had to be tracked for at least six months in the prior year’s period (as well as be currently tracked) to appear in the movers' tables.