· Total value of UAE brands exceeds that of all countries, including KSA
· Only one of 16 UAE brands decreased in value this year
· Emirates remains the Middle East’s most valuable brand, growing 17%
Every year, leading brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test to determine which are the most powerful and most valuable. The top 50 brands from the Middle East are featured in the Brand Finance Middle East 50.
The UAE continues to perform exceptionally well, both against other countries from the region but also the world at large. The total value of the 16 UAE brands in the list is US$27.9 bn, more than that of any other country. Despite having the most brands (21) Saudi Arabia’s total is lower, at US$26 billion.
Emirates has consistently dominated the Brand Finance Middle East 50, with a brand value far in excess of both direct competitors and brands from other sectors. It continues to soar. Brand value growth of 17% takes its total to over US$7.7 billion and sees it pull further ahead of the field. The airline continues to invest in ventures that enhance its brand’s reputation. In mid-2015, Emirates spent US$20m to secure ‘Friends’ star Jennifer Aniston in an advertising campaign, which appears to have translated into improving brand strength. The scores for metrics such as preference, satisfaction and recommendation have all improved this year but those most closely tied to advertising, familiarity and consideration, have improved the most.
Emaar Properties is the 5th most valuable brand in the UAE, and 13th in the region. The company behind the Burj Khalifa saw a 42% increase in its brand value this year. Despite recent uncertainty in Dubai’s property market and the expectation of a drop in housing prices, Emaar Properties reached a total revenue of US$898m in Q3 of 2015. The company attributes a portion of their huge success to its international expansion. The international outlook of UAE brands, in contrast to KSA, is part of the reason it continues to dominate Brand Finance’s list despite its smaller population and economy.
RAKBank is the only brand to have decreased in value. Bad debt incurred amidst slow economic growth affected profitability and was the principal cause of the 19% decline to US$475m. RAKBank’s loan impairments have hindered the bank’s ability to combat economic pressures and have also had a slight impact on brand strength, with its brand rating downgraded from AA- to A+.
Joslyn Pannu, Communications Manager
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Robert Haigh, Marketing and Communications Director
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Note to Editors
2016 brand values are calculated in USD with a valuation date of 1/1/16.
About Brand Finance
Brand Finance is the world’s leading brand valuation and strategy consultancy, with offices in over 15 countries. We provide clarity to marketers, brand owners and investors by quantifying the financial value of brands. Drawing on expertise in strategy, branding, market research, visual identity, finance, tax and intellectual property, Brand Finance helps clients make the right decisions to maximise brand and business value and bridges the gap between marketing and finance.
Definition of Brand
In the very broadest sense, a brand is the focus for all the expectations and opinions held by customers, staff and other stakeholders about an organisation and its products and services. However when looking at brands as business assets that can be bought, sold and licensed, a more technical definition is required. Brand Finance helped to craft the internationally recognised standard on Brand Valuation, ISO 10668. That defines a brand as “a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos and designs, or a combination of these, intended to identify goods, services or entities, or a combination of these, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits/value.”
However, a brand makes a contribution to a company beyond that which can be sold to a third party. ‘Brand Contribution’ refers to the total economic benefit that a business derives from its brand, from volume and price premiums over generic products to cost savings over less well-branded competitors.
Brand Strength is the part of our analysis most directly and easily influenced by those responsible for marketing and brand management. In order to determine the strength of a brand we have developed the Brand Strength Index (BSI). We analyse marketing investment, brand equity (the goodwill accumulated with customers, staff and other stakeholders) and finally the impact of those on business performance. Following this analysis, each brand is assigned a BSI score out of 100, which is fed into the brand value calculation. Based on the score, each brand in the league table is assigned a rating between AAA+ and D in a format similar to a credit rating. AAA+ brands are exceptionally strong and well managed while a failing brand would be assigned a D grade.
Brand Finance calculates the values of the brands in its league tables using the ‘Royalty Relief approach’. This approach involves estimating the likely future sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of the brand, i.e. what the owner would have to pay for the use of the brand—assuming it were not already owned.
The steps in this process are as follows:
1 Calculate brand strength on a scale of 0 to 100 based on a number of attributes such as emotional connection, financial performance and sustainability, among others. This score is known as the Brand Strength Index.
2 Determine the royalty rate range for the respective brand sectors. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database of license agreements and other online databases.
3 Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand’s sector is 0-5% and a brand has a brand strength score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand specific revenues estimating a proportion of parent company revenues attributable to a specific brand.
5 Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Brand revenues are discounted post tax to a net present value which equals the brand value.