This is a big year for Emirati telecom giant Etisalat who has just been announced to be the MEA region’s most valuable B2C brand for the 2nd year in a row by Brand Finance.
This year’s Brand Finance Global 500 also includes the returning MEA brand as the region’s most valuable portfolio. Etisalat was able to break through by becoming the first Middle East organization to break the 10 billion USD barrier in terms of wider portfolio value.
Operating in 15 countries across Asia, Middle East and Africa, the telecom brand has been building off of several successful campaigns, customer experience developments, and a powerful drive to push digital advancements in multiple digital consumer fields which have helped them become a beloved consumer-brand, alongside building high value for their stakeholders.
The Region’s Most Valuable B2C Brand
Etisalat’s success can be attributed to its continued efforts in developing its customer loyalty programs, commitment in local and international sports sponsorships and in driving the digital future to empower societies.
The UAE’s The National states that in July 2018 Etisalat’s partnership with Expo 2020 Dubai has made the Expo “the first major commercial customer to access 5G services in the Middle East, Africa and South Asia (Measa) region.”
As part of its digitization efforts for everyday consumers, Etisalat is updating its retail experience by rolling out “Smart Stores” in the UAE, transforming the brick and mortar retail experience to a more efficient digital experience.
Etisalat also boasts of a portfolio of brands such as Etisalat Misr, Mobily, Ufone, Maroc Telecom, PTCL and Etisalat Afghanistan. A helpful growth boost of 8% last year could also be noted in helping the brand become the “first portfolio brand in MENA to break the US$10 billion barrier.”
Speaking about the report, Saleh Abdullah Al Abdooli, CEO of the Etisalat Group stated
“We are proud to achieve the recognition as the most valuable portfolio brand and the first Middle Eastern brand to break the $10 billion barrier in terms of wider portfolio value in the MENA region. Thanks to the UAE leadership’s support, vision and encouragement that helped Etisalat achieve this significant milestone surpassing some of the top renowned regional brands. This achievement is also due to our continuous 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. Etisalat’s success as a brand was also reinforced by the synergy of operating companies across our footprint, creating brand loyalty and enhanced engagement with our customers.”
David Haigh, CEO of Brand Finance stated “It is a real testament to the leadership of the UAE that Emirati brands are leading the charge for the Middle East, amongst the world’s most valuable brands. As celebrations for the ‘Year of Zayed’ wrap up, we recognise the achievements, will and determination of the UAE’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan.”
Etisalat has reached out and engaged with its consumers across markets with global branding initiatives such as sponsoring global football teams and clubs, they currently have a high-profile sponsorship of English Premier League football team Manchester City. Etisalat has also successfully sponsored the UAE National Paralympics Committee at the Indonesia 2018 Asian Para Games.
Etisalat also launched its new positioning campaign ‘Together Matters’ to highlight togetherness among its subscribers in today’s world of connectivity.
Brand Finance’s annual report, the Global 500, values the world’s 500 most valuable brands, making it an important marker for major multinational brands. As the “world’s leading independent branded business valuation and strategy consultancy,” Brand Finance’s long 20+ years provides them with a powerful viewpoint which they use to value over 3,500 brands for the report.