New Brand Finance data shows Qatar’s 10 most valuable brands are shaped by strength, growth, and market leadership
DOHA, 21 May 2025 – Qatar's economy continues to demonstrate resilience, driven by its strategic diversification and focus on innovation. In 2025, the total value of Qatar’s 10 most valuable brands reached USD23.0 billion, marking a 9% year-on-year increase despite global uncertainties, according to the latest Qatar 10 2025 report by Brand Finance, the world's leading brand valuation consultancy.
Qatar National Bank (QNB) (brand value up 11% to USD9.4 billion) remains Qatar’s most valuable brand for the sixth consecutive year, reinforcing its position as a financial powerhouse in the country. QNB’s brand value growth is driven by solid financial performance and strategic initiatives, including the unification of its brand presence across Egypt and Türkiye to enhance international recognition.
QatarEnergy has held on to its spot as the second most valuable brand in Qatar, with its brand value climbing up 27% to USD4.0 billion, making it the country’s fastest-growing brand for the second consecutive year.The brand continues to drive Qatar’s energy leadership through major investments in liquefied natural gas (LNG) fleet expansions and carbon capture projects, despite revenue pressures from lower commodity prices.
Qatar Airways (brand value up 23% to USD3.9 billion) ranks as Qatar’s third most valuable brand, following its strongest-ever financial and operational performance in the 2023/24 fiscal year. The national carrier reported a record net profit of QAR6.1 billion, a 39% year-on-year increase driven by a 21% rise in capacity and the reintroduction of Airbus A350 aircraft.
Andrew Campbell, Managing Director, Brand Finance Middle East commented:
“Qatar’s top brands are showing remarkable resilience and clarity of vision in an increasingly fast-changing world. QNB continues to set the standard with strength and consistency in the banking sector, while QatarEnergy and Qatar Airways embody the country’s broader ambitions in driving innovation, championing sustainability, and competing confidently on the global stage. These brands represent more than economic success; they’re a reflection of Qatar’s identity and its growing influence on the world stage.”
QNB also retains its status as Qatar’s strongest brand in 2025, with a Brand Strength Index (BSI) score of 86.3/100 and a AAA brand strength rating. Its reputation for trust, scale, and integrated financial services across corporate, retail, and wealth management segments, underpins its leadership both locally and abroad.
Ooredoo follows as the second strongest brand, with a BSI score of 79.0/100 and an AA+ brand strength rating meanwhile Qatar Airways, with a BSI score of 74.3/100, ranks as the third strongest brand in the country.
This year, Qatar Airways also leads in environmental and governance perceptions, while QatarEnergy ranks highest in social sustainability, driven by its support for community development, workforce welfare, and clean energy initiatives.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI 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 by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast 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 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
