Etisalat recognised as most valuable telecoms brand in the Middle East

A London-based brand valuation and strategy consultancy, Brand Finance, places recognition on Etisalat's brand activates

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Etisalat recognised as most valuable telecoms brand in the Middle East A key contribution to this result was an increase in the strength of its flagship brand, Etisalat, jumping from a rating of AA- last year to AA+ for 2017.
By  Aasha Bodhani Published  March 13, 2017

Etisalat has been named the most valuable of any telecoms brand in the Middle East, with a portfolio worth $7,728bn.

A London-based brand valuation and strategy consultancy, Brand Finance, places recognition on Etisalat's brand activates, management of global sponsorship properties and local events targeted at both consumer and business customers as well as the increased revenues has contributed to the brand value.

A key contribution to this result was an increase in the strength of its flagship brand, Etisalat, jumping from a rating of AA- last year to AA+ for 2017. 

Brand Finance CEO David Haigh said: "As well as developing its core brand, Etisalat has pursued a broader brand portfolio strategy as a way to build business value through leveraging branded assets.  Brands such as Mobily in Saudi Arabia provide access to very significant GCC markets and in addition, the portfolio approach has provided a foothold in key regional territories adjacent to the Middle East base - for example through Maroc Telecom in North Africa and in Pakistan.

"The latter gives the opportunity for branded development of a broader converged proposition, involving mobile and fixed line operators Ufone and PTCL. This brand portfolio strategy opens up a range of opportunities in the future to use brand as a means of growing further business value."

Etisalat headquartered in UAE has its brand presence in Egypt, Nigeria, Sri Lanka and Afghanistan, the company has ownership stakes in Mobily in KSA, Ufone and PTCL in Pakistan, and Maroc Telecom and Moov brands in Africa.

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