Adnoc, Etisalat, and Emirates: Leading UAE's Brand Valor in 2024
Abu Dhabi National Oil Company (Adnoc), etisalat by e&, and Emirates airline have been recognized as the three most valuable brands in the UAE for 2024, according to the latest data from brand valuation consultancy Brand Finance. Adnoc secured the second position in the Middle East brand ranking, with a brand value of $15.22 billion, moving up from 138th to 128th in the global ranking. Etisalat by e& improved its position to 177th globally, up from 195th in 2023, with a brand value of $11.68 billion. Emirates airline jumped to 344th globally, compared to 462nd in the previous year, with a brand value of $6.6 billion. The total brand value of the three entities increased by $3.75 billion to $33.5 billion in 2024.
Etisalat by e& retained its position as the strongest brand in the Middle East and Africa, as well as the strongest telecom brand globally, with a Brand Strength Index score of 89.4. The brand is part of the larger technology group e&, which has maintained its status as the most valuable portfolio of Technology, Media, and Telecom (TMT) brands in the Middle East and Africa, reaching a total brand value of $17 billion, reflecting a 15% increase from the previous year. Key factors contributing to its success include partnerships with Manchester City Football Club, leadership in 5G networks, customer experience initiatives, and participation in global events like the Formula 1 Grand Prix in Abu Dhabi and COP28.
Globally, Apple witnessed an exceptional growth of 74% in brand value, reclaiming its position as the world's most valuable brand with a total brand value of $517 billion. Meanwhile, Tesla's brand value dropped by 12% to $58.3 billion, causing it to fall out of the top 10 and be ranked 18th globally.
Aramco maintained its status as the most valuable Middle Eastern brand, though its brand value slightly decreased to $41.6 billion in 2024 from $45.22 billion the previous year. Adnoc, as the second most valuable Middle Eastern brand, saw a 7% growth in its brand value, reaching $15.2 billion.
According to David Haigh, the Chairman and CEO of Brand Finance, the region is making substantial investments in tangible and intangible assets away from the oil industry. Many brands are transitioning from being strong regional players to having global aspirations.
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By- Sahiba Suri
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