UAE's e& Sets Global Brand Growth Record
UAE's e& Breaks World Record for Fastest Brand Growth: Surges to $15.3 Billion
According to the latest report from Brand Finance, the UAE's telecommunications giant, e&, achieved the world's fastest growing brand value this year, reaching $15.3 billion. This achievement places e& among the ten most valuable telecom brands globally, indicating a successful strategic move from their former name, Etisalat.
The transformation process took three years, and the new brand position has strengthened steadily both in the region and on international markets. The report states that e&'s brand value grew by 13% compared to the combined value of 2024, showing an eightfold increase since the introduction of the new image. e& also received an AAA brand strength rating, further boosting its prestige in the global telecommunications sector.
Adnoc and Aramco: Intensifying Competition in the Middle Eastern Market
The UAE energy company, Adnoc, also demonstrated significant growth, becoming the world's fastest-growing energy brand. Its brand value increased by 25%, reaching $19 billion, reinforcing its position as the Middle East's second most valuable brand. However, Saudi Aramco remains the region's most valuable brand, with a brand value of $41.7 billion, although its growth rate was slower compared to its competitors.
Middle Eastern Brands on the Global Stage
Brand Finance's analysis indicates that brands from the Middle East are increasingly impacting the global market. This year, the region's top nine most valuable brands collectively contributed $127.4 billion to the world's top 500 most valuable brands.
The dominance of Saudi brands is marked by five leading Saudi companies – including stc, QNB, Al-Rajhi Bank, and SNB – consistently growing in both value and their position in the rankings. The region's telecommunications and financial sectors clearly play a leading role in this growth, reflecting the Middle East's rising global competitiveness.
Apple Still Leads Globally
Globally, Apple remains the most valuable brand, with its value growing by 11% over the past year, reaching $574.5 billion. Alongside the continual dominance of the tech giant, Microsoft also delivered outstanding performance, achieving a 35% growth, with its brand value reaching $461 billion. Nvidia, a leading company in the semiconductor industry, became the second fastest-growing brand this year, with a 98% increase in value.
Summary
The UAE continues to strengthen its position on the international stage through companies like e& and Adnoc, which have drawn attention to the country's economic development through dynamic growth. The rapid rise of e& demonstrates that digital transformation and global expansion strategies are moving in a successful direction. Leaders in the energy and technology sectors clearly define the region’s future economic opportunities.
The Brand Finance report also highlights that the Middle East, particularly the UAE and Saudi Arabia, is becoming a key player in global brand value growth, reinforcing their regional presence and international influence.
