YouGov reveals top 10 brands in Saudi Arabia

Fast-food chain Albaik dropped one place to third this year despite seeing its brand health score improve from last year. (Supplied)
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Updated 18 November 2021
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YouGov reveals top 10 brands in Saudi Arabia

  • Local brands dominate rankings in Kingdom this year

DUBAI: Research company YouGov has released its Best Brand Rankings 2021 revealing the top 10 brands in terms of overall “brand health” among residents of Saudi Arabia.

The brands were ranked based on how well they are delivering against their brand promises on key attributes and on the categories “impression, quality, value, satisfaction, recommend and reputation.”

This year’s list sees national airline Saudia at the top with a score of 51.9, dethroning dairy company Almarari, which slipped to fourth place (scoring 48.7). Despite travel restrictions and the grounding of flights for extended periods because of the COVID-19 pandemic, residents’ perception of Saudia as a brand has improved enough to see it climb two places from last year.

Local fast-food chain Albaik dropped one place to third this year, with a score of 50.3, despite seeing its brand health score improve from last year.

Apple scored 41.4 to climb four places to fifth, while its competitor Samsung moved up two places to eighth despite recording a similar score to last year (40.0).

YouTube’s score (39.8) dropped considerably from last year, meaning the popular video streaming platform dropped four places to ninth.

This year saw three new entrants in the top 10: Adidas scored 50.3 to debut in second place; Al-Rajhi Bank scored 40.3, coming in seventh; and Galaxy — the chocolate brand owned by Mars — sneaked into 10th place with a score of 38.8.

YouGov also released a Top 10 of the brands that have seen the most improvement over the last year. Saudi Telecom topped that list, having improved its score by 6.1 points to 30.9, followed by online retailer Noon, which added five points to its 2020 score of 12.8.

Several food and beverage brands also featured on the ‘Most Improved’ list, including McDonald’s (+4.6), Vimto (+3.1), KFC (+2.8), and Herfy (+2.7).

In addition to being one of the top 10 brands in the 2021 KSA rankings, Saudia and Al-Rajhi Bank also feature in the top 10 improvers, with changes of +4.4 and +4.2 respectively.


Award winning Al Arabiya reporter recounts horrors of covering Sudan

Updated 16 February 2026
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Award winning Al Arabiya reporter recounts horrors of covering Sudan

  • Almigdad Hassan describes his journey covering killings, hunger and disease
  • RSF continues onslaught as world fails to stop Sudan war

LONDON: When war erupted in Sudan in April 2023, Almigdad Hassan, a 27-year-old pharmacy graduate from the University of Khartoum, had just begun his first job at a pharmaceutical company.

Within days, the explosions that trapped him in the capital pushed him into frontline war reporting for Saudi Arabia broadcasters Al Arabiya and Al Hadath.

It was a decision that would later earn him an international free press award for courageous coverage of one of the world’s most underreported and inaccessible humanitarian catastrophes.

Front view of the University of Khartoum's Faculty of Pharmacy, where Almigdad Hassan earned his BS Pharmacy degree. (Supplied)

As most residents fled Khartoum, Hassan said he felt compelled to stay.

“Something inside me was driving me to stay, but I didn’t know what it was,” Hassan told Arab News after winning the Newcomer of the Year award from Free Press Unlimited, a Netherlands-based international press freedom organization.

“I just felt that this was my chance to use my talent in media to do something for my people and humanity.”

At the time, he took three days to accept Al Arabiya’s offer to become an official war correspondent, following a previous internship with the network.

He did not anticipate that the power struggle between the Sudanese Armed Forces and the Abu Dhabi-backed Rapid Support Forces would spiral into a protracted war — now nearing its third anniversary and widely described as the world’s worst humanitarian crisis.

“Things escalated so quickly in Khartoum. Main roads and bridges were blocked, armored vehicles and military checkpoints were seen everywhere,” Hassan said, referring to the RSF’s seizure of Khartoum International Airport, the presidential palace, and several military bases in April 2023.

“Every time I carried my equipment and stepped outside to report, I did not know whether I would reach my assignment or make it back home. Every decision put my life at risk.”

Sudan's Army chief Abdel Fattah al-Burhan (C) and paramilitary commander Mohamed Hamdan Daglo (2nd L) attend the signing of a peace deal in Khartoum on December 5, 2022, months before their factions started fighting. (AFP/file photo)

He shared harrowing testimonies from survivors in displacement camps in El-Obeid, North Kordofan, where residents had fled violence in the RSF-controlled towns of Kadugli and Dilling in South Kordofan before their liberation during a major SAF army breakthrough last fortnight.

“I heard more than 10 accounts of grave human rights violations, including mass killings, torture, widespread gang rape, and arbitrary imprisonment,” Hassan said of his reporting last December.

Hassan recounted 15 months of reporting from RSF-controlled Khartoum before the SAF retook the capital last March, describing it as “the darkest time of my life.”

“Khartoum was hell back then. It was the worst place in the world in terms of security and the violation of every basic human right to a level no one can imagine,” Hassan said.

He recalled that the most harrowing scenes he witnessed came within the first week of the war, when “bodies of residents lay decomposing in the streets and were eaten by dogs.”

“This was the moment I realized our humanity was being erased, just as those bodies were slowly vanishing,” Hassan said, “but it reinforced my belief that documenting these horrors was my mission, no matter the risks.”

People walk among scattered objects in the market of El Geneina, the capital of West Darfur in Sudan following weeks of fighting between the SAF and RSF, on April 29, 2023. (AFP)

He reported attacks involving killings, rape, and arbitrary kidnappings carried out inside private homes. He also pointed to unofficial mass graves hastily dug into residential streets to bury the dead, while some bodies were left to decompose inside houses.

“The armed men would celebrate killing residents because anyone living in army-controlled areas was seen as supportive of the army,” Hassan said.

“These are not only media narratives. It is a reality people lived.”

Since the war began, both the RSF and SAF have been accused of committing atrocities. However, the RSF has been accused of genocide against non-Arab groups such as the Masalit, Fur, and Zaghawa tribes in West Darfur. Abu Dhabi has been accused of backing the RSF.

Last year, a detailed report produced by Amnesty International provides evidence for the presence of UAE armored personnel carriers and infantry fighting vehicles in Sudan being used by the RSF in particular. Amnesty also accuses the RSF of war crimes. 

In August 2024, 15 months into the war, the UN-backed Famine Review Committee of the Integrated Food Security Phase Classification declared famine in North Darfur’s Zamzam displacement camp, which had been under RSF blockade — the committee’s first such determination in more than seven years.

Last November, the UN declared famine in RSF-controlled Al-Fasher, the capital of North Darfur, and Kadugli, the capital of South Kordofan, warning that a further 20 areas across Darfur and Greater Kordofan were at risk in what it described as “the world’s largest hunger crisis.”

Last fortnight, the global hunger monitor issued an alert saying famine thresholds for acute malnutrition had been surpassed in the contested North Darfur localities of Um Baru and Kernoi.

Hassan pointed to the lack of safety and severe movement restrictions in RSF-controlled areas, describing neighborhoods as “largely emptied of residents” and cut off, with no services or medical supplies.

Almigdad Hassan says the most harrowing scenes he witnessed came within the first week of the war, when “bodies of residents lay decomposing in the streets and were eaten by dogs.” (Supplied)

By autumn 2024, months before Khartoum was reclaimed by the army, residents in some neighborhoods were dying from diseases such as dengue fever, with no access to basic medical supplies or care.

Hospitals, he said, were reporting at least four deaths a day.

During the outbreak, which also infected some of his fellow journalists, Hassan said he relied on his training as a pharmacist to assess the risks but was still “scared for my life, knowing the risk was high and there was little protection.”

He said he felt a responsibility to document both the military and humanitarian dimensions of the war, particularly in the absence of any rule of law or effective security presence.

People, he noted, were entirely dependent on humanitarian support at a time when aid organizations were denied access.

“It was hard to witness this as a human being, let alone document it as a journalist,” he said. “Even enemies have basic human rights that need to be maintained, but unfortunately, what I saw was that fighters and armed militia got used to the act of killing in a horrific manner.”

The RSF, he said, engaged in direct clashes that killed civilians while also burning entire villages and looting livestock, shops, and property. Once-bustling roads in Khartoum had become deserted, unrecognizable corridors of destruction.

Almighdad Hassan said his work as a journalist allowed limited movement around Khartoum after complex security arrangements with both sides. (Supplied)

According to UN figures, the conflict has displaced roughly 14 million people and killed hundreds of thousands.

Hassan said his work as a journalist allowed limited movement around Khartoum after complex security arrangements with both sides — a privilege unavailable to most civilians.

“Yet, we were often caught in crossfire and at risk of being killed by the other warring party, which viewed us as siding with the enemy,” he said.

“As journalists, we relied on solar power to charge our equipment and stay connected, which gave us more access than ordinary citizens. Even then, once we left our office — often our only safe space — we were completely isolated. If something happened to you in the streets, no one would know.”

Beyond the devastating loss of human life, Hassan said the violations extended to Sudan’s cultural heritage and national history.

A picture shows a view of the damage at the Sudan National Museum in Khartoum on April 11, 2025, after the army recaptured the country's capital from RSF paramilitaries the previous month. (AFP/file photo)

Reporting from the aftermath of attacks on the presidential palace and the national museum, he said he witnessed the destruction and looting of artifacts tracing the country’s history since independence.

“I watched the country’s history being erased in front of my eyes,” he said, referring to damaged artifacts, gifts from earlier eras, and the destruction of classic cars once used by former presidents.

“I realized the brutality of this war when I saw people killing their own countrymen and destroying their own culture, heritage and history.”

Hassan described residents’ “hysterical happiness” in every area retaken by the army. Many, he said, likened life under RSF rule to “colonialism,” saying they were treated like foreigners rather than Sudanese.

Almigdad Hassan described ‘hysterical happiness’ in every area retaken from RSF. (Supplied)

Though both sides have been accused of violations, Hassan said people want a ruling authority that restores the basic dignity and human rights they lost.

In announcing the award, Free Press Unlimited said Hassan was recognized for his “dedication, courage, and ability to deliver compelling, accurate reporting under extreme conditions.”

Hassan said the recognition deepened his sense of responsibility toward humanity and strengthened his determination to continue reporting on the devastating war.

“With time, I understood the importance of what I do,” he said. “I realized how journalism can protect lives and deliver voices that would otherwise go unheard.”

He described the award as a shared responsibility with the international community. With his work now recognized globally, Hassan said his reach — and his mission — has only grown.

“It is no longer a job. It is my mission.”