ADNOC is the UAE’s most valuable brand (brand value up 7% to USD15.2 billion). The brand has seen a 1-point improvement in its Brand Strength Index score to 80.2, driven by its decarbonisation and diversification effort, making it the strongest of the energy brands in the region.
e& UAE (formerly known as etisalat by e&), is the strongest brand in the Middle East across all industries, boasting a Brand Strength Index score of 89.4/100 and an AAA rating. This also makes it the world’s strongest telecoms brand. Thriving under the larger technology group, the telecom operator has expanded into new markets through its Partner Market program and strategic acquisitions. Substantial investments have also been made in communication campaigns to promote brand awareness and the brand’s transformation from a traditional telco into a global tech company. e&, as a standalone brand, is now the Middle East’s fastest-growing tech brand, up 52%.
Andrew Campbell, Managing Director, Brand Finance Middle East, commented:
“ADNOC and e& UAE (formerly known as etisalat by e&), continue to assert their dominance as the UAE’s leading brands. Despite operating in distinct sectors, both brands showcase remarkable strategic prowess through relentless diversification and investment strategies to fortify their positions and expand within rapidly evolving markets. The growing strength of these brands and their ascending brand values underscore the strategic vision of HE Dr. Sultan Ahmed Al Jaber and Hatem Dowidar, respectively, signalling a new era of leadership and innovation in the region.”
The resurgence of post-pandemic travel has propelled airline brands FlyDubai (brand value up 65% to USD260 million) and Emirates (brand value up 30% to USD6.6 billion) to significant increases in brand value. FlyDubai's brand value increase positions it as the UAE’s fastest-growing brand. This growth is primarily attributed to a 23% revenue increase in 2023, driven by a 31% rise in passenger numbers year-on-year. Emirates’ growth solidifies its position as the Middle East’s most valuable airline brand and the fourth most valuable globally. However, Emirates has yet to surpass its pre-pandemic brand value of USD6.9 billion.
Mashreq’s strong financial performance and investment in its digital Banking platform, Mashreq Neo, have driven its 44% brand value growth to USD1.4 billion. This means it is the fastest-growing banking brand in the Middle East. Its brand value has also tripled since 2021, now featuring in the top 165 banking brands globally. A key contributor to Mashreq's brand value growth is the uplift in its Brand Strength Index (BSI).
PureHealth Group, the UAE’s largest integrated healthcare platform, is a new entrant in the ranking with a brand value of USD434.2 million. 2023 was a transformative year for the PureHealth brand, in which it posted strong revenue growth and completed its initial public offering on the Abu Dhabi Stock Exchange. The company also expanded its global footprint, investing in US-based Ardent Health Services, and acquiring the UK’s largest private healthcare group, Circle Health Group. Additionally, three of PureHealth’s subsidiary brands, SEHA, Sheikh Shakhbout Medical City (SEHA), and Daman secured positions among the UAE’s most valuable brands.