Kantar BrandZ 2025: UAE and Saudi brands surpass US$106bn in value

 The resilience and determination of the Middle East’s two largest economies is evident in the 2025 ranking of the Kantar BrandZ Most Valuable Emirati and Saudi Brands Report.

Despite global volatility, the Top 30 brands are worth a combined US$106 billion, equivalent to 6.5 per cent of the two markets’ total GDP. They have grown their value 9 per cent year-on-year, to surpass the US$100 billion mark for the first time since 2022. The largest share of this growth stems from Emirati brands, which increased their value by 26 per cent.

The continued strength of the most valuable brands reflects the Emirati and Saudi governments’ unwavering commitment to diversify their economies by boosting non-oil sectors, embracing technology, and improving citizens’ lives. This has translated into greater consumer confidence and a sustained propensity to spend.

Saudi’s Al Rajhi Bank holds strong as the most valuable brand overall, with a value of US$16.8bn (+20 per cent). Blending a 60-year heritage with digital transformation and continuous innovation, the bank is an integral part of daily life. At a time when trust has never been more crucial, it has applied technology in new ways to protect customers from fraud and extended its commitment to financial inclusion. New product launches included the SWAR children’s payment bracelet, specialised cards for students and gamers, and payment tools for SMEs.

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The two fastest risers are both Emirati real estate brands: Emaar (+53 per cent) and Aldar (+47 per cent). This reflects the ongoing boom in the sector across the Middle East. In addition to transforming skylines with iconic buildings such as the Burj Khalifa, Emaar successfully fosters emotional connections with consumers – enhancing its impact on lives with brand experiences that represent aspiration, culture, and belonging.

Telecom Providers and Financial Services are the dominant sectors in both markets. Telcos contribute a 28 per cent share of total value in the UAE (US$11.4bn), and 27 per cent in Saudi (US$17.9bn), as the investments they have made in digital initiatives and 5G have reached maturity and started to bear fruit in terms of monetisation. Financial Services brands provide 59 per cent of the collective brand value in Saudi (US$39bn), and 25 per cent in UAE (US$10.1bn).

The Top 30 ranking welcomes back two returning brands which have experienced growth spurts over the last year: bank ADIB (US$1.1bn) at No.10 in the Emirati ranking and real estate brand Dar Al Arkan (US$0.8bn) at No.16 in the Saudi ranking.

The Kantar BrandZ top 10 most valuable Emirati Brands 2025

The UAE’s economy has held up well in 2025 due to accelerated diversification, strong foreign demand and quick recoveries after regional shocks. The ranking’s 26 per cent brand value growth is spread across multiple sectors. The top five fastest rising brands are all Emirati brands.

Telecoms brand e& remains the most valuable Emirati brand, a position it has held since 2020, with brand value growth of 23 per cent, driving innovation across its telecom, fintech and digital services. Fellow telco Du achieved a brand value increase of 41 per cent, driven by its expansion and customer-centric marketing strategies.

Airline brand Emirates is responsible for 18 per cent of the Emirati brand ranking’s total value this year, having grown its brand value by 16 per cent. Emirates continues to be a globally recognised brand, synonymous with premium service and innovation. Its consistent investment in customer experience, fleet modernisation and global marketing helps maintain its strong brand equity.

The Kantar BrandZ top 20 most valuable Saudi Brands 2025

 The collective brand value of Saudi’s Top 20 has grown by 1 per cent year-on-year. The market has come under pressure from inflationary headwinds and rising costs, leading to subdued economic and market conditions. Its banks have experienced mixed fortunes in terms of brand value growth, which makes Al Rajhi Bank’s performance even more remarkable.

Energy brand Aldrees, a new entrant in 2024, has continued its growth trajectory, climbing four places up the ranking after gaining 21 per cent in brand value.

Amol Ghate, CEO MENAP, Insights Division at Kantar comments, “To drive business growth in today’s dynamic Middle Eastern markets, brands must go beyond visibility and focus on meaningful differentiation. The most successful brands are those that consistently deliver value, build trust and adapt to evolving consumer expectations, whether through digital transformation, sustainability leadership or emotional connection. Growth comes from being present at the right moments, but also from finding new spaces to lead. At Kantar, we help brands unlock this potential by blending data, technology and human insight.”

Key trends from the 2025 Kantar BrandZ top 30 most valuable Emirati and Saudi Brands report include:

• The overseas contribution of the Top 30 brands has not grown in four years. At 13 per cent, this represents a significant opportunity for the region’s brands to expand their footprint and make a mark in international markets.
• Sustainability mandates give brands a chance to shine. Kantar BrandZ data shows sustainability is a consistently growing concern for consumers across the globe when choosing brands. Landmark legislation in the UAE, coupled with new requirements for businesses in Saudi, offer brands the opportunity to lead sustainable innovation in a market increasingly driven by environmental performance.