2017中东50强品牌报告（英文版）_9页_2mb

Summary of Middle East 50 2017

Core Content

The Middle East 50 2017 report by Brand Finance provides an annual assessment of the most valuable Middle Eastern brands, highlighting their brand value, strength, and performance. The report emphasizes the importance of brand equity in driving business value and outlines the methodology used to evaluate and rank these brands.

Main Points

• Brand Value Calculation Methodology:
  Brand Finance uses the Royalty Relief approach, which estimates future brand-related sales and applies an appropriate royalty rate to determine brand value. This approach is based on a brand's strength, financial performance, and market position.

• Brand Strength Index (BSI):
  A key metric used to assess brand strength, the BSI score ranges from 0 to 100. Brands are rated from AAA+ to D, with AAA+ indicating exceptional strength and management. The BSI is influenced by marketing investment, brand equity, and business performance.

• Top Brands by Value:

  • STC (Saudi Arabia) is the most valuable brand in the Middle East with a brand value of US$6.218 billion, up 11% from 2016.
  • Emirates (UAE) retains the top position in the airlines sector, but its brand value dropped 21% to US$6.082 billion.
  • Etisalat (UAE) is the second most valuable brand with US$5.512 billion, showing a 45% increase in value.
  • QNB (Qatar) is the fourth most valuable brand, with a 56% growth in brand value to US$3.826 billion.
  • Ooredoo (Qatar) is the fifth most valuable brand, with a 48% increase to US$3.104 billion.

• Sector Breakdown:

  • Banking is the largest sector by brand value, contributing 43% of the total US$75.3 billion, with Dubai Islamic Bank showing the highest growth at 136%.
  • Telecoms is the second most valuable sector, accounting for 28% of the total brand value.
  • Airlines is the third most valuable sector, with 14% of the total brand value.

• Country Breakdown:

  • UAE leads in total brand value with US$33.1 billion (44% of the total), followed by Saudi Arabia with US$24.5 billion (32%).
  • Qatar has the third-highest brand value with US$11.3 billion (15% of the total).
  • Kuwait has US$5.4 billion (7% of the total), but its brands are showing signs of decline.

• Brand Performance:

  • Emirates remains the strongest brand in the Middle East with a BSI score of 87.3.
  • Zain (Kuwait) is the second strongest brand with a BSI score of 81.8.
  • Qatar Airways saw a significant drop in brand value, falling 38% to US$2.16 billion.

• Brand Contribution:

  • Brand Contribution refers to the uplift in shareholder value derived from owning a brand rather than a generic one.
  • It reflects the impact of a brand on various stakeholders, including customers, staff, and investors.

• Key Trends:

  • The UAE has the most brands in the top 50 (17), while Saudi Arabia has 18.
  • The telecoms sector is the second most valuable, with STC and Etisalat leading the way.
  • The banking sector is the largest contributor to brand value, with Dubai Islamic Bank showing the highest growth.

Key Information

• Total Brand Value of the Middle East 50: US$75.3 billion

• Top 5 Most Valuable Brand Portfolios:

  1. Etisalat (UAE): US$5.512 billion
  2. STC (Saudi Arabia): US$6.218 billion
  3. Emirates (UAE): US$6.082 billion
  4. QNB (Qatar): US$3.826 billion
  5. Ooredoo (Qatar): US$3.104 billion

• Top 10 Most Powerful Brands:

  1. STC (Telecoms)
  2. Emirates (Airlines)
  3. Etisalat (Telecoms)
  4. QNB (Banks)
  5. Emirates NBD (Banks)
  6. Ooredoo (Telecoms)
  7. Almarai (Food)
  8. National Bank of Abu Dhabi (Banks)
  9. Zain (Telecoms)
  10. Abu Dhabi Commercial Bank (Banks)

• Growth and Decline:

  • Dubai Islamic Bank experienced the highest growth at 136%.
  • Emirates saw a 21% decline in brand value.
  • Qatar Airways dropped 38% in brand value.
  • Zain saw a 9% increase in brand value.

• Brand Strength:

  • Emirates retains the highest BSI score at 87.3.
  • STC and Etisalat are the strongest telecom brands.
  • Qatar Airways maintained its AA+ rating despite a drop in brand value.

• Methodology:

  • Brand Finance uses the Royalty Relief approach to calculate brand values.
  • BSI is calculated using data from the BrandAsset® Valuator database.
  • The royalty rate is determined by industry margins and brand-specific affordability.

• Brand Finance Services:

  • Offers Brand Value Reports that include detailed assumptions, data sources, and calculations.
  • Provides expert recommendations for brand growth and performance optimization.
  • Includes sections on brand valuation, strength index, and cost of capital.

Conclusion

The Middle East 50 2017 report highlights the dynamic nature of brand value in the region, emphasizing the importance of brand strength, marketing investment, and strategic brand management. While Emirates remains a strong player, STC has emerged as the most valuable brand, showcasing the growing influence of the telecoms sector. Banking continues to be the largest contributor to brand value, with Dubai Islamic Bank leading in growth. The report underscores the need for continuous brand development and management to sustain and enhance market position.