2023-03-14-品牌价值-阿拉伯联合酋长国最有价值和最强大品牌50强的2023年度报告（英）_45页_28mb

UAE

2023 Brand Value and Strength Analysis

Key Findings

• Top UAE Brand: ADNOC (AED 14.2 billion), valued at a 11% year-on-year increase, maintaining its position as the most valuable Middle Eastern brand with a BSI score of 79 (AA+ rating).
• Strongest Middle Eastern Brand: Etisalat by e& (AED 10.5 billion), with a BSI score of 89.1 (AAA rating), reflecting leadership in 5G and digital transformation.
• Sector Distribution: Banking (25.9% of total brand value) and Oil & Gas (25.9%) dominate the UAE brand landscape, together accounting for half the total value.
• Fastest Growing Brand: Sharjah Islamic Bank (57% value increase to AED 163 million), driven by Sharia-compliant services and diversification.

Regional and Global Context

• UAE ranks highest among Middle Eastern countries for brand strength, with an average BSI score of 70.
• Oil & Gas brands benefited from geopolitical instability and post-COVID demand surges, boosting profitability and brand value.

Brand Spotlight: ADNOC and Etisalat

1. ADNOC:

   • Pioneering clean energy investments ($15 billion allocated for decarbonization).
   • Positioned as a global leader in sustainable energy, with industrial-scale carbon capture and renewable energy initiatives.

2. Etisalat by e&:

   • Transformed from a traditional telecom provider to a global technology conglomerate.
   • Achieved a diversified portfolio through acquisitions, partnerships, and investments in fintech, cybersecurity, and AI.

Banking and Utilities

• FAB (First Abu Dhabi Bank) became the UAE’s most valuable bank, surpassing Emirates NBD.
• DEWA (Dubai Electricity & Water Authority) grew its brand value by 30%, driven by sustainability initiatives and its green energy IPO.

Methodology

• Brand Valuation: Uses a royalty relief approach, with the BSI score determining the royalty rate applied to forecasted revenues.
• Brand Strength Factors: Includes stakeholder perceptions, marketing investment, and business performance metrics.
• Global Scope: Original research from 38 countries involving over 150,000 respondents, covering 5,000+ brands across 31 sectors.

Key Trends

• Digital transformation and 5G adoption are central to telecom and financial services brands’ growth.
• ESG (Environmental, Social, Governance) commitments are increasingly influential in brand value and stakeholder engagement.

Further details available at brandirectory.com/uae.