Sunday 18 August 2019

Google Saudi Arabia’s most influential brand: study

RIYADH, April 18, 2019

Tech giant Google took the number one spot as the most influential brand in Saudi Arabia in a survey carried out by Ipsos, an independent market research company.

Google is driven mainly by its ability to shape consumer behaviour, and introducing people to something important which they never knew they needed, according to the survey titled “Most Influential Brands”, conducted for the first time in Saudi Arabia.

The study measured consumer perceptions towards120 leading national, regional, and global brands in terms of their influence on people, based on a comprehensive list of attributes. This survey is part of an annual global effort conducted by Ipsos across 17 markets around the world.

In total, the top 10 most influential brands list had 7 tech or digital brands, showcasing the important role that this sector plays today in consumers’ lives. Apple, YouTube (another Google Brand), Microsoft, and Samsung complete the Top 5, with these brands characterized by their leading edge, trustworthiness, and strong salience. The survey results show that these brands were consistently able to deliver something new to the market which drove their influence.

The strong showing of tech and digital brands in the top 10 is not unique to Saudi Arabia. Similar results are seen in many other markets, such as Canada, the UK, and the US, where digital brands managed to trigger a strong emotional response that most of us can no longer imagine our lives without them.

Amongst the 120 brands assessed in the study, two local brands made into to the top 10 list, and six into the top 20. In comparison, only 5 other markets had more local brands in their top 10 than Saudi Arabia, showcasing that in fact local brands are quite influential in Saudi Arabia.

Continuous presence and the ability to project a local identity in a competitive market allowed Al Rajhi Bank (7) and STC (9) to break into the list. Both brands have generated a high level of trust amongst consumers in the Kingdom, showcasing significant influence on the community.

Top 10 Most Influential Brands in Saudi Arabia

1.  Google
2.  Apple
3.  YouTube
4.  Microsoft  
5.  Samsung
6. an Amazon Company
7.  Al Rajhi Bank
8.  Visa
9.  Saudi Telecom
10. Facebook – TradeArabia News Service


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