Technology brands decline in women's rankings for UAE

Source: YouGov. 2019 Women's Choice Rankings, top 10 for the UAE.

WhatsApp is in 2nd position in the UAE women’s YouGov BrandIndex Women's Rankings* while Apple which has dropped one place to 4th.

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


Another brand that has boosted its Impression among women in the UAE is Samsung, which has moved up from 8th to 5th this year.

The past year has generally been difficult for technology brands. Scores for those in the top 10 list declined year-on-year. Google and iPhone both move down two places from last year to 7th and 8th respectively, and YouTube has seen a consistent slide, from 6th in 2017 to 7th in 2018 and now at the bottom of the list in 10th for 2019.


Netflix’s original content may be one of the factors impressing women in the UAE as it has become the second-most improved brand with a score of 23.4 this year (up +9.9 from 13.5 last year). Chinese mobile giant Huawei is another top improver.

*The 586 brands in the UAE for 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 scores when 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 has used additional precision to assign ranks.

All brands must be tracked for at least six months to be included in the rankings, and must have been tracked for at least six months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.