Sony is best performing brand in Kingdom of Saudi Arabia

Published October 11th, 2009 - 01:53 GMT

Leading consumer electronics, IT and gaming brand major Sony has been named the best performing brand among 2000 brands in the Kingdom of Saudi Arabia, according to a survey by BrandIndex.


The BrandIndex, a unique state of the art brand barometer developed by YouGov, collates views of over 750 online customers across the Kingdom and UAE each fortnight covering nearly 2000 brands across all major sectors.


The prestigious recognition for Sony is a major testament of the reputation that the brand enjoys in the Kingdom. The survey also reinforces the brand recall enjoyed by Sony, backed by the various campaigns organized by Modern Electronics Co. Ltd. (MECL) -- a subsidiary of Al Faisaliah Group Holding and the sole distributor of Sony products in the Kingdom.


According to the Survey, Sony is leading the pack with a score of 69.0, followed by Nokia (67.3), Google (66.3) and Mercedes-Benz (64.9). The scores are aggregates of six profile indicators aimed at calibrating the health of brand equity – general impression, quality, value for money, corporate reputation, satisfaction and likeliness to recommend.


In his comments, Mr. Bader AlSwailem (Managing Director) of MECL, said: “As the exclusive distributor of Sony products in the Kingdom, it is a matter of great privilege for us that Sony has been recognized as the best performing brand in the Kingdom. The recognition acknowledges the brand leadership and our group philosophy to deliver exceptional value to our customers. I would like to take this opportunity to thank everyone at MECL, Al Faisaliah Group, Sony Gulf and most of all, our reason for being here – our customers, for making this possible.”


Mr. Taro Kimura (GM – Sales & Marketing), said: “This prestigious recognition for Sony by BrandIndex epitomizes our market leadership and the brand reputation for its style, concept and quality. We are grateful to receive this huge honor from our customers. We will continue to enhance the Sony experience across the Middle East by constantly upgrading our sales and marketing facilities in line with the requirements of our discerning customers. We are also thankful to the efforts and campaigns undertaken by MECL and Al Faisaliah Group to further build our brand reputation.”


Among the various campaigns organized by MECL was the 5th Sony Creative Science Awards held earlier this year, which was very well received by the community. Over 1240 students from 165 girls & boys schools in Riyadh participated in the awards.



Mr. AlSwailem added: This is part of our commitment at Sony and MECL to boost creativity & innovation among the youth in Saudi Arabia – just one of the many social activities and campaigns organized by us.”

“Since its inception in 2005, the Sony Creative Science Awards has aimed at promoting creativity in children and helped make science learning fun and interesting. Today, it has become one of the most popular competitions among schools in the Kingdom.



MECL has an extensive network of about 400 dealers, 36 fully owned showrooms, and 15 service centers spread throughout the Kingdom. New Sony World Showrooms with ‘Digital Themes’ are currently being established to promote Sony’s strategy of converging with the latest in digital hi-definition, gaming & lifestyle products.



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