YouGov, a global market research company, announced in a press release Sunday that Facebook occupied the first place in its 2016 Mid-Year BrandIndex as the most “positively” perceived brand in Egypt.
Through daily online interviews over two weeks, YouGov’s online panel interviewed 150 respondents, according to the press release. Respondents were asked about their opinions regarding the positive and negative features of a brand. The press release included that the respondents’ opinions are likely to be based on any “advertising, news, or word-of-mouth” they have encountered that is concerned with the brand.
According to the press release, the index is normally measured by the average “buzz score” that is compiled over the two week period. This score ranges from -100 to 100, factoring in negatives and positives, where a score of zero will “mean equal positive and negative feedback”.
Through YouGov’s website, it is clear that this is the second time Facebook tops the BrandIndex for the most favourable brand for users in Egypt, and the second time Egypt is included in the BrandIndex since it was launched in July 2015 along with 25 other countries.
The press release said that Google took the second place and the media giant YouTube that it acquitted in 2006, ranked the third.
Additionally, according to the website, the real estate company Memaar Al-Morshedy, in its first appearance on the index, ranked fourth. Yasser Omar, YouGov’s managing director, said that with “the introduction of the real estate sector to BrandIndex earlier this year, Memaar Al-Morshedy has comfortably made its mark in the rankings due to its national presence and appeal amongst a wide segment of the general population”.
According to their website, the inclusion of Memaar Al-Morshedy in the 2016 Mid-Year index pushed Banque Misr out from the top ten rankings on the BrandIndex.
National Bank of Egypt (NBE) fell from fourth place to sixth place, and iPhone ranked seventh, topping Almarai which ranked eight, according to the press release. Samsung fell three ranks to ninth after being ranked sixth in the 2015 Annual BrandIndex.
Kit Kat fell one rank to the tenth place, according to their website, and the chocolate company Galaxy has remained in the fifth position since the 2015 Annual BrandIndex report.
According to their website, YouGov currently operates in Europe, the US, the Middle East, North Africa, and Asia.