JEDDAH – Samsung ranked first in the 2012 BrandIndex Buzz Rankings for Saudi Arabia, scoring 54.9 points, YouGov market research agency said Tuesday. Galaxy Chocolate, produced by Mars Inc and Al-Qur'an Al-Kareem, a channel owned by the Saudi government, ranked second and third, scoring 53.7 and 47.4 points respectively. Sony, which ranked sixth, dropping from second place in the 2012 BrandIndex Mid-Year Buzz Rankings. Similarly, Emirates Airlines dropped four places from the mid-year assessment, ranking eighth in BrandIndex Annual Buzz Rankings 2012. Android emerged as the brand showing the most improvement in BrandIndex Buzz score, increasing its score by 21 points in 2012. Samsung also witnessed a significant improvement in its Buzz score, which increased by 20.4 points, moving the brand from ninth to second place. More than 500 brands in 17 different categories were compared using YouGov BrandIndex's Buzz score, which assesses brands by asking respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, and if so, positive or negative?” In BrandIndex 2012 Mid-Year Global Rankings, global and multinational brands make up the majority of the rankings. Globally, Google remains ubiquitous in BrandIndex's rankings – featuring in 10 out of 12 countries' rankings as well as taking the number one spot in Chile and Mexico. Samsung and Apple, heated smartphone and tablet rivals, make six Top Ten appearances, with Samsung coming top in Saudi Arabia. Sony, a challenged brand in recent years, makes the ‘Top Ten' rankings in four countries, with its highest rank Saudi Arabia. IKEA also makes the Top Ten in its own backyard (Sweden, Denmark, Norway) as well as in UAE. – SG
