Nestlé emerged as the biggest brand mover in the UAE in September, recording statistically significant improvements across six consumer perception metrics, according to the latest YouGov BrandIndex analysis.
The monthly ranking, published by YouGov on September 17, identifies the 10 brands in the UAE that recorded the most significant improvements in consumer perception during the month.
YouGov draws on daily surveys of its consumer panel and tracks more than 800 brands through BrandIndex. The analysis examines 13 metrics covering media and communication, brand health and the purchase funnel, including awareness, consideration, reputation and purchase intent.
Nestlé recorded gains in six measures: Buzz, Impression, Value, Reputation, Recommend and Consideration.
Clorox ranked second, also improving across six metrics — Buzz, Value, Reputation, Satisfaction, Recommend and Current Customer.
Chocolate brand Twix placed third, with statistically significant gains in Awareness, Word-of-Mouth Exposure, Value, Reputation, Recommend and Quality.
Airline Emirates ranked fourth after improving across four measures: Word-of-Mouth Exposure, Impression, Consideration and Purchase Intent.
Marriott took fifth place, recording gains in Word-of-Mouth Exposure, Satisfaction and Recommend.
The remaining brands in the September top 10 were Starbucks, Dragon Mart, Mall of the Emirates, etisalat by e& and Etihad Airways.
The ranking is based on the number of positive and statistically significant shifts recorded across the 13 BrandIndex measures. It is intended to identify brands showing broad-based improvements in consumer perception rather than ranking brands according to a single measure.
YouGov said the results indicate where brands have improved across multiple aspects of the consumer journey, from perceptions and reputation to consideration and purchase intent.
