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The
in Saudi Arabia
Table Of Contents
3
10
16
59
CHAPTER 01 - INTRODUCTION
CHAPTER 02 – OVERVIEW OF KEY FINDINGS
CHAPTER 03 – TOP 10 BRANDS IN KSA
CHAPTER 04 – METHODOLOGICAL NOTES
INTRODUCTION
Brands play a huge role in our lives and around the globe- and that influence is growing, accelerated by the rise ofsocial networking. From streamlining our daily routines toimproving our wellbeing, brands are transforming thecommunities and societies we live in. A number are usingtheir economic clout to solve social ills and better theplanet. Some, of course, have a bigger impact thanothers. These visionary brands go well beyond selling aproduct or service. They are founded on a sense ofpurpose that establishes stronger emotional connectionswith people. For the brands that choose to listen, newtechnologies have enabled ways to capture consumersentiment and feedback. Brands that use this data totheir benefit are more relevant than ever before—andtheir influence cannot be overstated.
The MIB (Most Influential Brand) study measures and rankstoday’s most influential brands in KSA and around theworld. We consider why they are leading, how theyimpact us and what makes them influential - essentialinsights that apply to any business, large or small. The 2018edition represents the eighth year for this initiativeglobally, with 17 countries participating around the world,but the first in KSA, where 120 national and global brandswere evaluated across 13 categories.
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 2018)
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 Sexy• 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
24
261100
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 261, and lowest scoring 24.
THE IPSOS INFLUENCE INDEX: OVERVIEW
THE INFLUENCE DRIVERS OF THE SAUDI MARKETTrustworthiness, Leading Edge were evidently the biggest drivers on brands tested in KSA, followed by Presence and Corporate Citizenship.
818
19 623
4
1518
17 1927 32 36
22 2415
20
12
1814 26 17 23 23
1411 5
4426
31
26
37
31
3030
27 25 25 27 19 28
9
15 23
32 3726
3527
35 34 33 31 35 31 2535 30
OV
ER
ALL
Aut
o
SM
& O
nlin
e
Tec
h
Onl
ine
Ret
ail
Ret
ail
CP
G
Foo
d &
Gro
cery
Med
ia
Ban
king
& F
inan
ce
Insu
ranc
e
Tel
co
Airl
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 Score162
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
17%30% 24% 30%
0%
36%
Introduced me to
something I never
Knew I Needed
17%
26%
Have forever
changed the
consumer
landscape
18%
Brand Overall
31%
Are socially
responsible
18%
29%
Have ads you have
emailed or shared
to friends & family
16%
Brand Overall
Ipsos Influence Index Score168
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
26%12%
37%26%
0%
52%
You see everywhere
27%
48%
Advertises a lot
24%
Brand Overall
39%
Actively cares
about & supports
my community
18%
34%
Are socially
responsible
18%
Brand Overall
Ipsos Influence Index Score176
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
34% 29% 22%15%
0%
33%
Represents
characteristics you
want to
have/reflect
18%
35%
Have a strong future
24%
Brand Overall
30%
Have forever
changed the
consumer
landscape
18%
29%
Introduced me to
something I never
Knew I Needed
17%
Brand Overall
Ipsos Influence Index Score183
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
35%
18% 21% 26%
0%
45%
Is well established
21%
44%
I have confidence
in them
24%
Brand Overall
49%
Inspires a sense of
pride
19%
38%
Actively cares and
supports my
community
18%
Brand Overall
Ipsos Influence Index Score186
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
24%32%
42%
0% 2%
49%
I have interacted
with this brand in
some way online
20%
46%
I have viewed ads
for the brand
using sites like
YouTube,etc
23%
Brand Overall
44 %
Is a trendsetter
18%
40 %
Introduced me to
something I never
Knew I Needed
17%
Brand Overall
Ipsos Influence Index Score199
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
28% 26% 32%
0%15%
52%
Most of your
friends/family
use/buy
25%
50%
Advertises a lot
24%
Brand Overall
51%
You trust
24%
50 %
Understand
consumers’ needs
23%
Brand Overall
Ipsos Influence Index Score211
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
41%30%
0%10%
19%
49%
Are dependable
23%
48%
You feel is iconic
18%
Brand Overall
43 %
Are ahead of its
time
18%
42 %
Introduced me to
something I never
knew I needed
17%
Brand Overall
Ipsos Influence Index Score233
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
31% 31%21% 18%
0%
46%
You highly
recommend
23%
42%
Consumers want to
hear more from
20%
Brand Overall
50 %
Introduced me to
something I never
knew I needed
17%
46 %
Are edgy
19%
Brand Overall
Ipsos Influence Index Score234
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
24%36%
20%
0%
20%
59%
Is the benchmark I
compare other
brands against
20%
57 %
Is unique
19%
Brand Overall
56%
Have a strong future
24%
55%
Are dependable
23%
Brand Overall
Ipsos Influence Index Score261
32%26%
20% 19%
3%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
overall
31%38%
11%20%
0%
46%
Introduced me to
something I never
knew I needed
17%
46%
Shapes consumer
behavior
19%
Brand Overall
49%
Are dependable
23%
43%
You would like to
interact with more
19%
Brand Overall
10MOST INFLUENTIAL BRANDS
TOP
in SAUDI ARABIA
1
2
3
4
5
6
7
8
9
10
MOST INFLUENTIALLOCALBRANDS in Saudi Arabia
TOP
10
1
2
3
4
5
6
7
8
9
10
SECTORSPECIFICREPORTS WILL BEAVAILABLE SOON
Methodological
Notes
Denmark
Germany
India
Italy
Mexico
Peru
Argentina
Taiwan
Brazil
Canada
China
Colombia
Saudi
Arabia
South
Africa
Belgium
UK
US
World wide Brands that promote a sense of
purpose and shape to our world studied every
year1194
Global and National brands in KSA will
be covered in Ipsos 2018 MIB study.120
2018 marks the eighth consecutive year of the study
across 17 countries;17
WHAT IS THE MOST INFLUENTIAL BRANDS STUDY
People interviewed in
Saudi Arabia1,200
The study was conducted between, 2018. Results are based on an online survey of 1,200 residents ofSaudi Arabia, aged 18+, using the Ipsos Online Panel:
• The results were weighted to Census data to ensure that the sample’s composition is representative ofthe population of Saudi Arabia.
A STUDY TALKING DIRECTLY TO THE SAUDI MARKET
STUDYING THE 120 MOST INFLUENTIAL BRANDS IN KSAAIRLINES
Fly Nas
Saudi Arabian airlines
AUTO
BMW
Chevrolet
Ford
Honda
Hyundai
Mercedes
Nissan
Renault
Toyota
Banking & Finance
Al Rajhi Bank
Alawwal
Alinma Bank
Arab National Bank
Banque Saudi Fransi
Master Card
NCB
Riyadh Bank
SABB
SAMBA
Visa
CPG
Always
Ariel
Colgate
Dettol
Dove
Gento
Gillette
Head & Shoulders
Johnson & Johnson
L'Oréal
Nivea
Pampers
Panadol
Sensodyne
OTHERS
Abdul Latif Jameel
Abdul Samed Al Qurashi
Al Majed Lil Oud
Jabal Omar
Development Co.
Online Retail
Souq.com An Amazon Company
Hunger Station
Talabat.com
MEDIA
Disney
MBC
Rotana
SBC
T Social Media & Online Content
Airbnb
AlMosafer
Anghami
Booking.com
CAREEM
Netflix
Trivago
Uber
YouTube
RETAIL
Al Othaim Supermarket
Hyper Panda
IKEA
Jarir Bookstore
Lulu Hypermarket
SACO
Al Nahdi Pharmacies
Adidas
Nike
Saadeddin pastry
Insurance
BUPA
TawuniyaQSR
Al Baik
Al -Tazaj
Burger King
HERFY
KFC
KUDU
Maestro Pizza
McDonald's
Pizza Hut
Starbucks
Subway
T Tech
Apple
Dell
Huawei
IBM
LG
Microsoft
Samsung
Sony
TELECOM
Mobily
STC
Zain
Food & Grocery
7 days
Afia
Al rabie
Al safi
Al saudia dairy
Almarai
Al-watania poultry
Alyoum
Coca-cola
Danone
Extra
Fakieh
Ferrero
Goody
Hana water
Kellogg's
Kinder
Kiri
Kraft
Lipton
L'usine
Nadec
Nestle
Pepsi
Rani
Red bull
Thein Saudi Arabia
Mohammed Minawi | Chief Client Officer, IPSOS MENA
Mohammed.Minawi@ipsos.com
Mohammad Abdelkarim | Research Manager, IPSOS KSA
Mohammad.Abdelkarim@ipsos.com
Amjed Al-Ja’fari | Senior Research Analyst, IPSOS MENA
Amjed.Aljafari@ipsos.com
For more information, please contact:
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