Abu Dhabi National Oil Company (Adnoc), telecommunications leader etisalat by e&, and Dubai’s premier airline Emirates have made significant strides in the global brand arena, as reported by Brand Finance in their latest 2024 data. These three UAE entities have not only emerged as the most valuable brands in the UAE but have also seen their global rankings climb substantially.
In Brand Finance’s list of 500 global entities for 2024, Adnoc made an impressive leap to the 128th position, up from 138th in the previous year. Etisalat by e& also saw a notable rise, moving up to the 177th spot from 195th in 2023. Emirates airline achieved a remarkable jump, reaching the 344th position in 2024, a significant improvement from its 462nd ranking in the previous year.
The brand value of Adnoc stood at a formidable $15.22 billion, with etisalat by e& close behind at $11.68 billion, and Emirates at $6.6 billion. The cumulative brand value of these three UAE giants increased by $3.75 billion, bringing the total to an impressive $33.5 billion in 2024.
Etisalat by e&, a segment of the e& group, has retained its distinguished position as the strongest brand in the Middle East and Africa and the strongest telecom brand globally, with a score of 89.4 on the Brand Strength Index. The telecom operator has gained significantly from being a part of the broader technology group, e&, which has maintained its ranking as the most valuable portfolio of TMT (technology, media, and telecom) brands in the Middle East and Africa. The portfolio’s value increased by 15% from the previous year to a total of $17 billion. Contributing factors to this growth include its ongoing partnership with Manchester City Football Club, leadership in 5G networks, innovative customer experience initiatives, and participation in global events like the Formula 1 Grand Prix in Abu Dhabi and COP28.
Regionally, Aramco retained its position as the most valuable Middle Eastern brand, despite a slight decrease in value to $41.6 billion in 2024. Adnoc, ranking as the second most valuable brand in the Middle East, grew its brand value by 7% to $15.2 billion.
David Haigh, chairman and CEO of Brand Finance, highlighted the region’s shift away from oil dependency, saying, “The region is investing heavily in tangible and intangible assets away from the oil industry, and many brands are evolving from strong regional players to global contenders.”
Globally, Apple reclaimed its title as the world’s most valuable brand, with a staggering 74% growth in brand value, reaching $517 billion. Conversely, Tesla saw a 12% drop in brand value to $58.3 billion, falling to the 18th position in the global ranking.
This surge in brand value for UAE entities like Adnoc, etisalat by e&, and Emirates reflects the UAE’s growing influence on the global stage and its successful diversification efforts beyond the oil sector. These brands’ achievements symbolize the UAE’s broader economic aspirations and its burgeoning presence in the global market.
