The in Saudi Arabia 2019€¦ · Saudi Arabian airlines Auto BMW Chevrolet Ford GMC Honda Hyundai...

The

in Saudi Arabia

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Table Of Contents

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CHAPTER 01 - INTRODUCTION

CHAPTER 02 – OVERVIEW OF KEY FINDINGS

CHAPTER 03 – TOP 10 BRANDS IN KSA

CHAPTER 04 – METHODOLOGICAL NOTES

INTRODUCTION

The Most Influential Brands (MIB) survey measures andranks today’s most influential brands in KSA and aroundthe world. We consider why they are leading, how theyimpact us and what makes them influential - essentialinsights that apply to any business, large or small. The 2019edition represents the ninth year for this initiative globally,with 16 countries participating around the world, and thesecond in KSA, where 120 national and global brandswere evaluated across 13 categories.

A note on survey timing for the 2019 edition:

The MIB survey runs in December of every year, and ismeant to reflect perceptions towards the most influentialbrands of that year. The 2019 edition was no different,and thus the results of this report precede the COVID-19pandemic. While the pandemic might have am impacton some perceptions, the nature of the survey is such thatthe variables assessed (57 in total, see slides 7-8) arebroader and more strategic in nature, ones that remainextremely important and take brands years to achieve.Therefore, the brands in this report remain some of themost influential in the country, and their influence willmost probably outlive the COVID-19 pandemic. Havingsaid that, the results of the 2020 edition, scheduled to runin December of this year, should reflect any changes as aresult.

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Saudi Arabia’s most influential brands march to their own drums: their edgy,

unconventional nature is what makes them stand out in a crowded, yet a competitive

marketplace cluttered by this globalized economy and behemoth brands. They

influence how we dress, communicate, travel, shop, spend our free time, celebrateand socialize.

Only those that strike the right balance between trustworthiness, engagement, being

leading edge, corporate citizenship and presence will truly make an impact with

consumers and indeed on the world.

SO, WHAT IS INFLUENCE?

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DOW/NASDEQ Influential Brandsinfluential brands leading the market index globallyCumulative Monthly % Change (2011 to 2019)

INFLUENCE MATTERS

has changed the way you shop

is fundamental to your life

has changed what you do in everyday life

has encouraged you to make smarter/better choices

has made your life more interesting

is really important in the world today

has had an impact on the way you interact with people

you identify with

is relevant to your life

have an emotional relationship with

is part of everyday language

NATURE OF INFLUENCE

WE DEFINE INFLUENCE WITH 11 KEY METRICS

THE 5 DIMENSIONS USED TO MEASURE INFLUENCE

ENGAGEMENT

TRUSTWORTHYLEADING EDGE

CORPORATE CITIZENSHIP

PRESENCE

THEN MEASURE WHAT DRIVES IT ACROSS 5

DIMENSIONS…

• You would watch or click on ads for this brand if you saw them on a website

• Have ads you have emailed to friends, or shared via a Social Networking site

• Have you searched online for more information related to this brand

• You would like to interact with more

• You are happy to support/"Like" within a Social Networking site

• I have viewed ads/videos for this brand using online video sites like YouTube

• I have interacted with this brand in some way online

• You can’t wait to see what they will introduce next

ENGAGEMENT• You buy/use today

• Are dependable

• I have confidence in them

• You trust

• Consistently send the same message

about what it stands for

• You feel are iconic

TRUSTWORTHY

• Is a trendsetter

• Is unique

• Stand-out

• Is innovative

• Is an original

• Are ahead of its time• Lead its competitors• Are attractive• Is the benchmark I compare other

competitive brands against

LEADING EDGE • Actively cares about and supports

my community

• Are socially responsible

• Are represented by someone well

known that you respect

CORPORATE CITIZENSHIP

• Set an example for other brands• Have forever changed the

consumer landscape• Are edgy

• Are unconventional

• Shapes consumer behaviour• Introduced me to something I never

knew I needed

• Are environmentally responsible

• Inspires a sense of Saudi pride

• Represent characteristics you want to have/reflect

• Are a reliable resource

• You highly recommend

• Have a strong future

• Understand consumers’ needs

• Continues to get better

• You are willing to defend

• Consumers want to hear from

• Most of your friends & family use/buy

• Advertises a lot

PRESENCE• You see everywhere

• Is established

FUELED BY AN IN-DEPTH ANALYSIS WITHIN EACH

DIMENSION

Overview Of Key

Findings

As low as

As high as

25

271100

The influence index that we calculate for each brand is a normalization of the degree of influence among

brands in KSA, where an index of 100 represents the influence of an average brand, with the highest brand

achieving a score of 271, and the lowest scoring 25.

THE IPSOS INFLUENCE INDEX: OVERVIEW

THE INFLUENCE DRIVERS OF THE SAUDI MARKETTrustworthiness and Leading Edge were evidently the biggest drivers on brands tested in KSA, followed by Presence and Corporate Citizenship.

11 1019

9 25 7

6

2019 18

29 3324 25 25 18

2112

22

14 3816 23 26

9 9 29 33

1129

2734

27

34

3130

29 25 3019

26 16

9

23

31 3525

3424

33 28 30 2938

21 26

56

28

OV

ER

ALL

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ine

Ret

ail

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ail

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cery

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co

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ine

QS

R

Trustworthy Leading Edge Presence Corp. Citizenship Engagement

INFLUENCE DRIVERS IN KSA –BY CATEGORYThe impact of each dimension varies considerably by category and by brand reflecting the fact that each and

every brand is somewhat unique.

ONLY THE BEST LOCAL BRANDS MANAGE TO ENTER THE

TOP 10 LISTS ACROSS THE WORLD

BUT IT APPEARS THAT THERE IS MORE ROOM FOR LOCAL

BRANDS AMONGST THE TOP 20

Top 10 Brands

In KSA

Ipsos Influence Index Score183

#

31%27%

21% 19%

2%

LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY

overall

43%

21%32%

0% 4%

#

10

48%

Understand

consumers' needs

25%

47%

Are a reliable

resource

25%

Brand Overall

#

10

48%

You have

interacted with this

brand in some way

online

21%

43%

You are happy to

support within a

Social Networking

site

23%

Brand Overall

#

10

#


31%27%

21% 19%

2%


overall

27%19%

30% 23%

0%

#

9

52%

You see everywhere

27%

49%

Advertises a lot

25%

Brand Overall

#

9

56%

Inspires a sense of

pride

19%

50%

Is established

24%

Brand Overall

#

9

#


31%27%

21% 19%

2%


overall

30% 36%

0%15% 19%

#

8

47%

Ahead of its time

19%

47%

Set an example for

other brands

22%

Brand Overall

#

8

51%

Are a reliable

resource

25%

50%

You highly

recommend

25%

Brand Overall

#

8

#


31%27%

21% 19%

2%


overall

31% 35%22%

0%12%

#

7

56%

Lead its competitors

21%

53%

Is innovative

22%

Brand Overall

#

7

56%

You feel is iconic

19%

52%

Is established

24%

Brand Overall

#

7


#

31%27%

21% 19%

2%


overall

30% 37%17%

0%17%

#

6

62 %

Set an example for

other brands

22%

57 %

Are attractive

23%

Brand Overall

#

6

60%

Have a strong future

24%

59%

Are a reliable

resource

25%

Brand Overall

#

6

#


31%27%

21% 19%

2%


overall

22% 27% 23% 27%

0%

#

5

46 %

Introduced you to

something you

never knew you

needed

18%

46 %

Stand-out

22%

Brand Overall

#

5

39%

Are socially

responsible

19%

34 %

Actively cares

about and supports

your community

18%

Brand Overall

#

5

#


31%27%

21% 19%

2%


overall

27%19%

31%23%

0%

#

4

64%

You are happy to

support within a

Social Networking

site

23%

63%

You see everywhere

27%

Brand Overall

#

4

67%

Inspires a sense of

pride

19%

65%

You buy/use today

22%

Brand Overall

#

4

#


31%27%

21% 19%

2%


overall

13%26% 27% 35%

0%

#

3

55%

Are socially

responsible

19%

36 %

Actively cares

about and supports

your community

18%

Brand Overall

#

3

49%

You have

interacted with this

brand in some way

online

21%

46%

You see everywhere

27%

Brand Overall

#

3

#


31%27%

21% 19%

2%


overall

32% 26% 21% 21%0%

#

2

48%

You would like to

interact with more

21%

Brand Overall

#

246%

You buy/use today

22%

37%

Are attractive

23%

35 %

Introduced you to

something you

never knew you

needed

18%

Brand Overall

#

2

#


31%27%

21% 19%

2%


overall

37%26%

16% 21%0%

#

1

59%

You would like to

interact with more

21%

56%

You highly

recommend

25%

Brand Overall

#

1

51%

Introduced you to

something you

never knew you

needed

18%

48%

Stand-out

22%

Brand Overall

#

1

10MOST INFLUENTIAL BRANDS

TOP

in SAUDI ARABIA

1

2

3

4

5

6

7

8

9

10

2019 Biggest Movers – Top 10 Most Improved

2019 R A N K #40

2018RANK

#78 #87 #110 #90 #54 #103 #72 #77 #37 #111

#51 #82 #62 #26 #77 #48 #54 #15 #90

Most Influential Brands - Per Category

F&B QSR Online Retail Telecom Tech

Auto Social Media Banking Retail CPG

Detailed Sector-Specific Reports Are Available

T QSR

Al Baik

Dominos Pizza

Hardee’s

HERFY

KFC

KUDU

Maestro Pizza

McDonald’s

Starbucks

Subway

STUDYING THE 120 MOST INFLUENTIAL BRANDS IN KSAAirlines

Fly Nas

Saudi Arabian airlines

Auto

BMW

Chevrolet

Ford

GMC

Honda

Hyundai

KIA

Mazda

Nissan

Renault

Toyota

Banking & Finance

AL Rajhi Bank

Alinma Bank

Arab National Bank

BANK ALJAZIRA

Banque Saudi Fransi

Master Card

NCB

Riyadh Bank

SABB

SAMBA

Visa

CPG

Dettol

LUX

Dove

Gillette

FAIRY

Tide

L'Oreal

Pantene

Nivea

Ariel

Colgate

Always

Johnson & Johnson

Head & Shoulders

Pampers

Sunsilk

Vanish

Lifebuoy

HARPIC

Online Retail

Jollychic.com

Noon.com

SHEIN.COM

Souq.com -An Amazon company

Media

MBC

Rotana

SBC

T Social Media & Online Content

Facebook

Instagram

Netflix

Snapchat

Twitter

WhatsApp

YouTube

T Tech

Apple

Dell

Google

Huawei

IBM

LG

Microsoft

Samsung

Sony

Telecom

Mobily

STC

Zain

Food & Grocery

AL RABIE

ALMARAI

AlSafi Danone

Coca-Cola

EXTRA

FAKIEH

Ferrero Rocher

GALAXY

GOODY

HANA WATER

Kitkat

Kraft

LAY'S

Lipton

NADEC

Nescafe

Nestlé

Oreo

Pepsi

TANG

TWIX

Online Services

AlMosafer

Booking.com

CAREEM

HUNGER STATION

Trivago

Uber

Retail

ABDUL SAMED AL

QURASHI

AL MAJED LIL OUD

AL OTHAIM

SUPERMARKET

AL-NAHDI

PHARMACIES

CENTREPOINT

CHANEL

DIOR

EDDY HOME

FURNISHINGS

IKEA

JARIR BOOKSTORE

LULU HYPERMARKET

Panda

RED TAG

SACO

Methodological

Notes

Denmark

Germany

Ecuador

Italy

Mexico

US

U.A.E

Taiwan

Brazil

Canada

China

Colombia

Saudi

Arabia

South

Africa

Hong

Kong

UK

World wide Brands that promote a sense of

purpose and shape to our world studied every

year901

Global and National brands in KSA

where covered in Ipsos 2019 MIB study.120

2019 marks the ninth consecutive year of the study

across 16 countries:16

WHAT IS THE MOST INFLUENTIAL BRANDS STUDY

People interviewed in

Saudi Arabia1,200

The study was conducted between December 2019 and January 2020. Results are based on an onlinesurvey of 1,200 residents of Saudi Arabia, aged 18+, using the Ipsos Online Panel. The samplecomposition is representative of the population of Saudi Arabia.

A STUDY TALKING DIRECTLY TO THE SAUDI MARKET

Thein Saudi Arabia

Mohammed Minawi | Chief Client Officer, IPSOS MENA

[email protected]

Mohamad Jobeilly| Senior Research Manager, IPSOS KSA

[email protected]

Nicola Qahoush | Research Manager, IPSOS MENA

[email protected]

For more information, please contact:

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The in Saudi Arabia 2019€¦ · Saudi Arabian airlines Auto BMW Chevrolet Ford GMC Honda Hyundai...

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