Telecom providers lead the 2023 ranking of the Kantar BrandZ Top 30 Most Valuable Emirati and Saudi Brands.
Saudi brand STC holds on to its number one position overall for the third year with a brand value of $13.7 billion. Etisalat by e& is the most valuable Emirati brand and worth $9.5 billion.
“Both brands have been laser-focused on their journeys towards becoming diverse technology platforms, with a strong purpose to improve society through their actions,” said Kantar.
Stability is in evidence, with 29 of last year’s 30 ranked Saudi and Emirati brands returning once again in 2023.
The sole newcomer is retailer Nahdi, a leading pharmacy retailer which made a big entrance at No.7 in the Saudi ranking with a brand value of $2 billion.
Nahdi offers an innovative omnihealth experience, and over the last year it has opened more large-format ‘pharmacies of the future’, while expanding its private label, e-pharmacist, and home delivery services.
Two categories predominate in the rankings: Financial Services and Telecom Providers, which together are responsible for nearly three quarters of the total brand value.
The Financial Services category has the highest representation, with 13 brands, and is the most valuable category, contributing 44 per cent of the overall value.
All three real estate players have grown: Dar Al Arkan is up 34 per cent, Emaar Properties up 16 per cent and Aldar up 5 per cent.
“These brands have looked beyond realising short-term gains tied to higher property prices, with the goal to build long-term brand equity by transforming how, and where, people live,” said Kantar.
Emaar Properties is known for its high quality and innovative developments, from 2010’s Burj Khalifa tower, to its forthcoming Ramhan Island eco-development.
Amol Ghate, Kantar’s Managing Director, MENAP Insights Division, said: “Saudi and UAE are the biggest economies in the Middle East, and the mood is optimistic for future growth.
“As the markets continue to implement large-scale economic development plans, huge opportunities abound for brands: in fact, brand building is a key pillar of both countries’ strategies.”
Most valuable Emirati brands
Etisalat by e& has been at the forefront of bringing 5G technology to the market. “The brand pushes the boundaries of innovation, for example by using AI to improve network management and customer service.
“Its new brand identity highlights its expansion into a wider range of services – including iZone, a system of Wi-Fi hotspots in locations such as shopping malls, restaurants, and sheesha cafes.”
The top riser is airline Emirates (ranked third with a value of$5.4bn), with a year-on-year brand value increase of 69 per cent.
“Consumers view Emirates as the most differentiated brand in the Emirati Top 10 ranking. It remains a symbol of status and aspiration, setting new standards not only for luxury, but also sustainability,” added Kantar.
The Kantar BrandZ Most Valuable Emirati and Saudi Brands ranking draws on opinions of more than 49,000 respondents about 625 brands across 39 categories.
Grounded in consumer opinion, Kantar BrandZ analysis helps businesses to identify a brand’s strength.
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