Etisalat ranked Middle East's most valuable brand

Etisalat is now the Middle East's most valuable brand with its brand value surging 40 per cent to $7.7 billion, according to the latest report by Brand Finance, the world's leading independent brand valuation and strategy consultancy.
The key growth drivers behind Etisalat's brand value include the brand's innovative customer service-driven strategy, its leadership position on the 5G revolution, and successful launches of global brand-building initiatives, the report said.
Emaar Properties has scaled new heights to enter the top 10 for the first time, recording a 39 per cent increase in brand value to $2.7 billion this year. "This success comes after the announcement that property developers Emaar and Aldar are partnering to launch local and international projects worth $8.3 billion," said Brand Finance, which revealed the brand rankings.
The UAE is home to six of the region's top 10 brands and 43 per cent of the total brand value in the Brand Finance Middle East 50 league table, more than any other country.
Andrew Campbell, Managing Director, Brand Finance Middle East, said the strategic partnership between Aldar and Emaar strengthens prospects for the UAE's real estate sector as well as delivering a real boost for the investment community as we inch closer towards Expo 2020. "It is a real testament to the region's economic growth that we are seeing more world class brands emerging from the UAE."
Banking giant Emirates NBD still sits firmly as the UAE's most valuable banking brand, with brand value up four per cent from last year to $3.5 billion. Emirates NBD, the biggest bank in Dubai by assets, has expanded its influence through a strategic digital and regional expansion.
First Abu Dhabi Bank is the new entrant to the rankings, at number eight, with a brand value of $3.1 billion. FAB was created through the merger of National Bank of Abu Dhabi and First Gulf Bank, and has just completed its first year of operations following a channel rebrand across all customer and digital touch-points.
Seeing a significant 31 per cent increase to its brand value since last year, Dubai-based port operator DP World has risen from 31st rank in 2017 to occupy 26th spot in the Brand Finance Middle East 50 2018. The leading enabler of global trade, which is also one of the world's largest terminal operators, saw its brand value grow to $0.9 billion. DP World's growth can be attributed to latest acquisitions in India and Peru, which significantly expand the brand's footprint.
Dubai Parks and Resorts is a new entrant to the Brand Finance Middle East 50 ranking, with a brand value of $0.3 billion. Featuring more than 100 indoor and outdoor rides and attractions the brand has attracted record visitor numbers from GCC residents and tourists alike, whilst continuing its wide-scale marketing campaign across the region.
Despite some turbulence, Emirates have defended the title of the region's strongest brand as they remain a firm favourite among their loyal passenger base. - issacjohn@khaleejtimes.com