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The

in Saudi Arabia

Table Of Contents

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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

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

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27 25 25 27 19 28

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15 23

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35 34 33 31 35 31 2535 30

OV

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ALL

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SM

& O

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ail

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ail

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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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

32%26%

20% 19%

3%


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

Facebook

Google

Instagram

Netflix

Trivago

Twitter

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

[email protected]

Mohammad Abdelkarim | Research Manager, IPSOS KSA

[email protected]

Amjed Al-Ja’fari | Senior Research Analyst, IPSOS MENA

[email protected]

For more information, please contact:

in Saudi Arabia - Ipsos...Alawwal Alinma Bank Arab National Bank Banque Saudi Fransi Master Card NCB...

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