There's a new leader in the UAE's most recommended brands. Dubai carrier Emirates has replaced property developer Emaar at the top of the pile of the newly-released YouGov BrandIndex 2018 Brand Advocacy Rankings. Current and former customers were asked whether they would recommend the brand to a friend or colleague or whether they would tell them to avoid the brand. A total of 548 brands in the UAE were screened. Almarai, the Saudi-based conglomerate which specialises in food and beverage manufacturing and distribution, was in third place, while tech brands Apple, iPhone and WhatsApp all declined but remained in the top 10. Samsung Galaxy and "Burj Al Arab" meanwhile were new entrants in the top 10. "In the current digital world, it is no surprise that technology brands delight consumers and dominate the rankings," said Scott Booth, head of YouGov BrandIndex - MENA. "Leading travel and airlines and retail brands also perform well. A recommendation from friends or family is one of the most powerful endorsements a brand can receive<em>."</em> A "Most Improved in the UAE" top 10 ranking was also revealed, with Pakistan International Airlines coming top. These brands saw a marked improvement in their recommended score between 2017 and 2018, Mr Booth said. Two malls in Abu Dhabi - Khalidiya and Al Wahda - placed high having ramped up their offerings in the face of increased competition as the capital's retail landscape continues to expand. For Emirates, it is the second time in recent weeks that it has topped a survey list having been named the <a href="https://www.thenational.ae/business/aviation/what-makes-emirates-the-most-popular-place-to-work-for-uae-millennials-1.785115">most attractive employer for millennial business students in the UAE</a>. The airline flies to 155 destinations in 83 countries on six continents. It is however <a href="https://www.thenational.ae/business/aviation/higher-fuel-bill-to-hurt-emirates-half-year-profits-a-tough-year-for-flydubai-1.791196">expecting a difficult financial year</a> amid higher fuel costs Thierry Antinori, Emirates’ chief commercial officer, said on Tuesday that despite the challenges, the airline carried more passengers and its cargo business was "excelling" in the first six months of the fiscal year to September 30. ____________ <strong>Read more:</strong> <strong><a href="https://www.thenational.ae/business/aviation/what-makes-emirates-the-most-popular-place-to-work-for-uae-millennials-1.785115">What makes Emirates the most popular place to work for UAE millennials?</a></strong> <strong><a href="https://www.thenational.ae/business/economy/uae-and-saudi-arabia-raise-their-nation-brand-value-1.778046">UAE and Saudi Arabia raise their nation brand value</a></strong>
