The ranking of the Most Powerful Brands in Saudi Arabia is based on the Meaningfully Different framework developed by Kantar Millward Brown for understanding what builds and sustains strong brands.
Successful brands are meaningful, different and salient. The ideal balance for a specific brand is a function of both the category and the primary mode of financial return – sales volume or premium pricing. There are three types of consumer predisposition to brands. We have a measure for each one: Power, Premium and Potential (all validated to in-market results).
In our ranking we focus on the Power of the brand. Consumers are predisposed to choose the brand over others. This will drive brand volume, so Power predicts volume share based entirely on perceptions, absent of activation factors. This metric is validated to in-market results.