Global strategic branding firm, Siegel+Gale, today announced Google as the top performing brand in the United Arab Emirates in their annual World’s Simplest Brands report. Supermarket giants, Carrefour and Lulu, came a close second and third.

For this year’s study, Siegel+Gale asked more than 15,000 people across nine countries in the US, Europe, Asia, India, and the Middle East to evaluate brands and industries on their simplicity. Key findings include:

  • 55 percent of people are willing to pay more for simpler experiences. 
  • 64 percent of people are more likely to recommend a brand that delivers simple experiences.
  • A stock portfolio of the simplest global brands has outperformed the average of the major indexes by 686 percent since 2009.
  • Companies that fail to provide simple experiences leave an estimated share of $98 billion on the table.
  • Internet search and technology dominate the UAE’s industries, which are closely followed by retail grocery and restaurants.
  • Even with the growth of social channels in the region, the social media industry and telecom industry are in the lower half of the Top 10 industries along with air travel and travel bookings.
  • WhatsApp and parent-company Facebook both appear on the Top 10 brands list, representing the simplest social media platforms in the UAE.

Top 10 Simplest Brands in the United Arab Emirates

With the United Arab Emirates being a center of tourism and international trade, the country has evolved to become a melting pot of over 200 nationalities and cultures. This was evident in the study, as the Top 10 list is dominated by international brands that have established a successful market in the UAE.

  1. Google
  2. Carrefour
  3. Lulu
  4. WhatsApp
  5. Dubai Metro
  6. Samsung
  7. Splash
  8. Etihad Airways
  9. Pizza Hut
  10. Facebook

Zouheir Zoueihed, Managing Director Siegel+Gale Dubai comments: “The UAE is not only a melting pot of nationalities, but it is also home to a myriad of international brands. What’s interesting about this year’s research, is that while Google took the top spot as the Simplest Brand in the region, it was closely followed by two supermarket, bricks and mortar brands – Carrefour and Lulu respectively. It shows that while tech brands are certainly winning the hearts and minds of consumers, physical retailers are still favoured by many – and this can certainly be attributed to their simple brand positioning and their ease of experience.”