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The verdict makes for interesting reading. While major upsets and upheavals are limited to ranking vis-à-vis the Best Omani Brands category, most respondents seem to have a different idea as to what constitutes the Best Overall Brands as compared to what they perceive as best in individual categories. As is the case with many other categories, nationality, gender and age of the respondents have been deciding factors in determining not only collective brand perceptions but also the winning margin.

It’s Toyota

Toyota garnered 35.37 per cent of the overall score, three times more than the first runner-up Nokia which got 11.98 per cent. The top three brands – Toyota, Nokia and BankMuscat – remain the same across three segments – expats, males and the above 36 age group, with Toyota a constant. Nationals, however, rank BMW and Mercedes second and third respectively. Women rank Nokia and Mercedes second and third respectively, while Nokia does not figure in the top three in the under-35 age group.
The survey goes to show that although Toyota and Nokia hold sway over a vast majority, they still need to work on their appeal with women and the youth segment. Three homegrown brands, BankMuscat, Amouage and Oman Cables make it to the Top ten list.

The elusive crown

Despite being the numero uno in the Best Airlines category, Oman Air is nowhere in the Best Overall Brands category. Emirates is the only airline that makes it to the list at No 23. In the Best Overall Brands category, Sony, the second runner-up in the International Brands category, is way ahead at No 5 while the first runner-up, Pepsi, trails at No 14.

Fluid signals

Oman Mobile remains No 3 in the Telecom Service Provider sector, but things are definitely looking up. Compared to last year’s 1138, it has fared better in 2007 with a score of 1665. Not only that, Oman Mobile has made it to the 27th position in the Best Overall Brand category even as Omantel fails to figure in the list.