Etisalat is the most valuable telecoms brand in MENA

Only MENA telecom brand to be in world’s top 15 most powerful telecom brands index by Brand Finance

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Etisalat is the most valuable telecoms brand in MENA The recognition can be attributed to Etisalat's efforts in digital transformation, said CEO Al Abdooli.
By  David Ndichu Published  February 28, 2018

Brand Finance has picked Etisalat as ‘The Most Valuable Telecoms Brand’ in Middle East and North Africa Region at the ongoing Mobile World Congress.

The UAE telco was recognised for its increase in brand value by 40% to $7.7bn. This figure is higher than any other telecom brand in the region and is the only telecom provider to break the $7bn brand value mark in the region.

Etisalat is the only telecom provider from the region to feature in the top 15 most powerful telecom brands globally and boasts of a top AAA brand rating. On a portfolio basis, the brand value inclusive of non-branded subsidiaries (Mobily in KSA, Maroc Telecom Operations, Ufone/PTCL in Pakistan) has jumped by 25% to $9.6bn.

Saleh Abdullah Al Abdooli, CEO, Etisalat Group received the award today from David Haigh, founder and CEO, Brand Finance, a London-based branded business valuation firm at the ongoing Mobile World Congress.

We are proud to be recognised as the most valuable brand in the MENA region, a significant milestone as we have transcended from the 3rd rank to the first in only one year by surpassing some of the renowned regional brands. This can be attributed to our efforts in digital transformation whereby we have amplified our reach and presence in a highly competitive marketplace by investing in new digital platforms and global brand building initiatives. Etisalats success as a brand was also reinforced by the synergy of our family across our footprint, creating brand loyalty and enhanced engagement with our customers, said CEO Al Abdooli.   

As the premier digital and telecommunications partner of Dubai Expo2020, Etisalat hopes to deliver one of the fastest, smartest and best-connected places on earth during the global mega event. Through its digital infrastructure expertise, Etisalat seeks to enable Expo 2020 Dubai visitors and participants with a cutting edge, immersive digital experience that brings the Expo themes to life for the 25 million expected visitors.

The brand is behind the infrastructure digitisation at Dubai Parks and Resorts project. This included digital channels, different smart services (such as smart parking, smart ticketing, connected transportation and connected food and beverage), in addition to other smart solutions around the park such as video surveillance-as-a-service, real time marketing and analytics.

On retail innovation front, Etisalat has rolled out its smart stores in UAE, whose concept focuses on transforming a brick and mortar retail environment to a fully digital and seamless experience for customers.

Brand Finance compiled its Telecom 300 rankings by evaluating a companys brand strength based on key factors which are mainly marketing investment and methods used by marketers to create brand loyalty and market share; stakeholder equity the perceptions among stakeholder groups including customers; and business performance, which includes market and financial measures to judge the success of the brand in achieving price and volume premiums.

Brand Finance is a leading independent branded business valuation and strategy consultancy, and is the organisation behind the Global 500 Brands and Telecom 300 league table of the worlds biggest brands ranked by their brand value, assesses the dollar value of the reputation, image and intellectual property of the brand.

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