Locally, we see Telecom Egypt at the top of the list, followed by FinTech Company Fawry and electronics chain Elaraby
Multinational market research company Ipsos recently released its “Most Influential Brands in Egypt” report, with social media platforms and tech companies leading the charge.
This will be the first year that Ipsos has released a report focused specifically on Egypt, interviewing 1,200 people in Egypt, and its tenth year researching and showcasing the world’s top brands in regards to their influence.
The company measured influence through 5 key dimensions; Trustworthiness, Leadership, Presence, COVID, and Leading Edge, with COVID a new edition. However, the report does note that “the influence of Covid-19 has had little impact overall, although its impact was significant for certain brands.”
The report highlights that, overall, people in Egypt see presence (30 percent) as the biggest drivers in brand influence, with 27 percent agreeing on trustworthiness, 24 percent on leadership, and 15 percent on its leading edge. COVID-19 saw only 4 percent.
Egypt’s most influential brands, in order, were Google, Facebook, WhatsApp, YouTube and Nescafe.
Unsurprisingly, Google and social media platforms lead the pack, as various other market research firms have noted in the past few years.
While Facebook beats Google in terms of its leading edge, Google ranks highest on leadership over all of the top 10 at 31 percent, with only Souq beating its score at 39 percent.
Jumia leads the pack in presence at 62 percent, beating out Telecom Egypt which had 60 percent, as well as outranking competitor Souq.com who had a low presence score of 17 percent.
Locally, we see Telecom Egypt at the top of the list, followed by FinTech Company Fawry and electronics chain Elaraby.
Outside of the top 10, Ipsos ranked several sectors by their more influential brands.
The real Estate sector sees Talaat Mostafa Group (TMG) at the top of the list followed by Emar, with Nescafe and PepsiCo leading the Food and Grocery category. The National Bank of Egypt and Banque Misr are leading the banking sector, while the automobile sector has BMW and Audi at the top of the sector’s list.