Emirates tops 2018 Women’s Choice UAE Brand Rankings

Sunday 25 March 2018
Dubai - MENA Herald:

Emirates is the number one brand with the highest positive Impression among UAE women according to the 2018 Women’s Choice UAE Brand Rankings released today by YouGov.

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, BrandIndex data shows the Dubai-based flag carrier has maintained its lead on Impression among women for the second year in a row, most notably among women aged 25+.

Women make up nearly 44% of Emirates’ workforce around the world. Last year the brand gave centre stage to its female employees on International Women’s Day, including giving wings to two female pilots to fly the iconic Emirates Airbus A380 from Dubai to Vienna.

The local airline sits ahead of a range of world renowned digital brands in the minds of UAE women with WhatsApp leading the way maintaining second place since this time last year. iPhone makes a debut entry in sixth place, as does the Middle East’s largest dairy company, Almarai in tenth.

Despite reports of diminished hype around the release of the iPhone 8 Plus in Dubai Mall last year, iPhone made an impact with the iPhone X and takes the top spot for Impression among women aged 18 to 24. The iconic smartphone brand also showed the second largest improvement for Impression among women over the past 12 months, gaining the most positive appeal among those aged 25-34.

The UAE’s biggest brand improver overall when it comes to positive Impression among women is Google. The global search giant made the largest gain over the past 12 months, especially among women aged 35-44, rising five places from tenth to fifth. Google honoured women worldwide on International Women’s day 2017 with a Google Doodle slideshow to celebrate some of the female pioneers who paved the way to where we are today.  In late 2016 Google also launched a YouTube hub called Batala, to promote female-led content.

Scott Booth, YouGov’s Head of Data Products in MENA said, “Impression scores provide us with a fundamental view of how well or poorly a brand resonates with a given population. Emirates’ efforts to highlight the critically important role women play in the success of their business have clearly forged a strong connection with the brand.  The rankings show similar efforts by other brands such as Google to recognize the role of women in business and society are also beginning to bear fruit in terms of positive perception among the female population.”

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