Etisalat ranked strongest brand in MEA region

Adnoc managed to successfully shelter its brand value during an incredibly challenging year

Etisalat, Abu Dhabi National Oil Company (Adnoc) and Emirates emerged as the three most valuable brands of 2021 from the UAE among the world’s top 500 brands.

According to Brand Finance’s latest report, Etisalat, which operates the fastest network in world, has been rated Middle East and Africa’s strongest brand with a Brand Strength Index (BSI) score of 87.4 out of 100 and only brand in region with AAA brand strength rating.

The study covers factors such as marketing investment, customer perceptions, staff satisfaction, corporate reputation and revenue forecasts. All these factors put Etisalat among the top 25 brands globally on Brand Strength Index.

Etisalat climbed 17 spots in the global 500 brand value ranking this year from 225th to 208th.

Adnoc slipped three slots to 163rd but still maintained its position as the most valuable brand for the third consecutive year. Emirates airline moved from 300th to 421st in Brand Finance’s Global 500 ranking.

Etisalat has also retained its title as the most valuable telecom portfolio of brands for the fifth year in a row with an impressive portfolio of brands touching more than $10.9 billion (Dh40 billion) including Etisalat Misr, Mobily, Ufone, Maroc Telecom and PTCL.

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David Haigh, CEO, Brand Finance, said: “When COVID struck in 2020, Etisalat led from the front ensuring business continuity, digital and innovative solutions, enablement of smart cities and remote learning to help drive the digital future of the UAE. Staying relevant and enabling the nation with the fastest network on the planet, Etisalat has earned its place as the region’s ‘Strongest Brand’, ready deliver on its ethos of ‘Together Matters’ as the UAE welcomes the world at Expo 2021.”

Hatem Dowidar, CEO, Etisalat Group, said: “This is a historic achievement for Etisalat to be recognised on such a global platform among the best in the world and the region. Our efforts to bring innovation and digital transformation for all our customers have also led to Etisalat being ranked as the strongest brand on a global scale.”

Adnoc managed to successfully shelter its brand value during an incredibly challenging year for its industry, with only a 6 per cent brand value loss to $10.8 billion (Dh39.7 billion), making it the most resilient of all National Oil Companies (NOC) globally.

Haigh said Adnoc’s enduring brand strength reflects the strength of its reputation as an industry leader in both cost and carbon efficient oil production, a critical driver of innovation and technology in the UAE and a partner of choice for local and international investors.

Regionally, Saudi Aramco retains its position as the region’s most valuable brand, despite recording a 20 per cent brand value loss to $37.5 billion.

Globally, Apple jumped to first positions followed by Amazon, Google, Microsoft, Samsung, Walmart, Facebook, ICBC, Verison and WeChat.

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