New Brand Finance data shows the top 10 ranking remains stable, led by a dominant energy brand that continues to anchor the national brand portfolio
RIYADH, 21 May 2025 – The total brand value of Saudi Arabia’s top 100 brands reached USD116.8 billion, marking a 14% increase from the previous year, according to the latest Saudi Arabia 100 report by Brand Finance, the world's leading brand valuation consultancy.
Saudi Arabia’s economy continues to be shaped by its leading industries namely, oil & gas, banking, and telecoms which collectively account for 74% of the overall brand value in the rankings.
At the forefront, Aramco (brand value at USD41.7 billion) retains its position as the most valuable brand in Saudi Arabia for the sixth consecutive year. The energy giant remains a cornerstone of the Kingdom’s economy, with its brand value underpinned by global recognition, robust upstream capabilities, and a commitment to technological innovation and low-carbon energy initiatives.
stc (brand value up 16% to USD16.1 billion) ranks as Saudi Arabia’s second most valuable brand in 2025. This growth reflects the successful execution of the group’s masterbrand strategy, which has enabled expansions into verticals such as banking, cybersecurity, B2B, and IT services.
The brand is also recognised as the strongest brand in Saudi Arabia, achieving a Brand Strength Index (BSI) score of 88.7/100 and an AAA brand strength rating. Its investments in 5G infrastructure and digital financial services have further reinforced its leadership in the telecoms sector.
Andrew Campbell, Managing Director, Brand Finance Middle East commented:
“Saudi Arabia’s brand landscape is evolving at an impressive pace, driven by bold strategies, innovation, and a clear vision for the future. It’s particularly exciting to see new entrants like ROSHN GROUP make such a strong debut, showing that diversification and ambition are paying off. From long-standing powerhouses like Aramco and stc to fast-rising brands like Saudia and Almarai, there’s a real sense of momentum across sectors. These brands are not only contributing to the Kingdom’s economic transformation but also setting new benchmarks for excellence in the region and beyond."
Almarai (brand value up 20% to USD4.7 billion) is recognised as Saudi Arabia’s third strongest brand, with a BSI score of 85.5/100 and a AAA brand strength rating. The brand’s strategic partnership with Google Cloud, announced in November 2024, is accelerating digital transformation and operational efficiency. Almarai is also the top-ranked brand in Saudi Arabia for environmental, social, and governance (ESG) perceptions, reflecting its strong commitment to responsible business practices, sustainable agriculture, and carbon footprint reduction.
Saudia (brand value up 34% to USD1.1 billion) is the fastest-growing Saudi brand in 2025, surpassing the billion-dollar mark for the first time. The national airline’s bold rebrand, combined with advancements in AI-powered customer service and infrastructure upgrades, have significantly enhanced its global brand presence.
ROSHN GROUP (new entrant at USD1.1 billion) is the highest ranked new brand within the Saudi Arabia ranking this year. It is also the most valuable real estate brand within the Kingdom and has secured a place among the top 20 brands overall. This impressive debut highlights the company’s strong financial performance and ambitious growth strategy.
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.
