Middle Eastern banks included in the Brand Finance Banking 500 2025 grow 13% in brand value but represent only 4% of total value of the global top 500
LONDON, 20 March 2025 – The total brand value of the Middle East’s top banking brands has risen by 13% year-on-year, with the region’s leading banks seeing an average growth of 10%, according to the latest report by Brand Finance, the world’s leading brand valuation consultancy. While Middle Eastern banks account for just 4% of the total brand value in the global top 500, their brand value as a percentage of market capitalisation has grown to 11%, up from 10% in 2024, signalling a maturing sector.
Saudi Arabia is the frontrunner in Middle Eastern banking brand value expansion, with a 17% year-on-year growth. The UAE’s banking sector is also thriving, with the ten ranked banks growing 14% year-on-year. Nine out of ten UAE banks included in the ranking posted double-digit increases in brand value.
Andrew Campbell, Managing Director Brand Finance Middle East commented:
“Positioned at the crossroads of trade and investment, banks in the Middle East benefit from capital inflows, sovereign wealth funds, and economic diversification beyond oil. As competition rises, brand building is becoming a priority. The 10% average brand value increase this year among Middle Eastern banks signals a maturing sector ready to expand its global influence."
QNB is the region’s most valuable banking brand with a brand value of USD9.4 billion, an 11% increase year-on-year. QNB’s Brand Strength Index score has also increased to 86.25/100 with AAA brand rating. The bank is strategically balancing its regional strength with international expansion, playing a vital role in Qatar’s economic development while extending its presence in Saudi Arabia and opening branches in London, Paris, Singapore, and Hong Kong.
Al Rajhi remains the strongest banking brand in the region with a BSI of 87.9 out of 100 and AAA brand rating. Brand Finance’s research in Saudi Arabia reveals Al Rajhi’s exceptional brand awareness, with 100% recognition and 99% familiarity. Additionally, 76% of consumers recently discussed the brand, and 58% named it their preferred bank. Al Rajhi also leads in reputation, engagement, customer needs, and recommendation.
The total brand value of the world’s 500 most valuable banking brands has surged by 13% year-on-year to reach USD1.6 trillion, marking the first double-digit increase in four years. This follows two years of sluggish 2% brand value growth and reflects the banking sector's ability to sustain momentum despite market volatility.
Annie Brown, Valuation Director at Brand Finance, commented:
“The high-interest rate environment in many major economies has undoubtedly driven growth in banking brand values, boosting profits and share prices in 2024. However, longer-term brand value growth is being shaped by four key trends: regulation, digital innovation, a shift towards fee-based income over interest margins, and a renewed focus on brand building to sustain competitive advantage.”
Chinese banking brands continue to dominate the ranking, with ICBC (Industrial and Commercial Bank of China) retaining its position as the most valuable banking brand in the world for the ninth consecutive year, growing 10% to USD79.1 billion. China Construction Bank, Agricultural Bank of China, and Bank of China complete the top four. While the country’s leading banks remain strong, smaller players in China have struggled, with several ranking lower or losing brand value.
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.
