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TRANSCRIPT
The
in Saudi Arabia
120 9
Table Of Contents
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10
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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
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
Onl
ine
Ser
vice
s
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 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
#
Ipsos Influence Index Score186
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score199
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score206
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
Ipsos Influence Index Score221
#
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score222
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score241
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score243
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score251
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
#
Ipsos Influence Index Score271
31%27%
21% 19%
2%
LEADING EDGE PRESENCE ENGAGEMENTCORP. CIT.TRUSTWORTHY
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
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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
Netflix
Snapchat
YouTube
T Tech
Apple
Dell
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
Mohamad Jobeilly| Senior Research Manager, IPSOS KSA
Nicola Qahoush | Research Manager, IPSOS MENA
For more information, please contact:
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