New Brand Finance data shows UAE’s key sectors drive economic transformation through resilience and innovation
ABU DHABI, 21 May 2025 - The total value of the top 50 most valuable UAE brands has risen by 22% year-on-year to USD88.5 billion, according to the latest UAE 50 report by Brand Finance, the world's leading brand valuation consultancy. The results of this year’s UAE 50 rankings highlight the resilience and strength of the nation’s leading brands.
For the seventh consecutive year, ADNOC (brand value up 25% to USD19.0 billion) has retained its position as the UAE's most valuable brand. Its Brand Strength Index (BSI) score is strongest within the UAE at 87.9 out of 100. This performance reflects ADNOC’s bold strategic transformation under Dr. Sultan’s leadership, driven by initiatives such as the launch of XRG, major international energy investments, and its pioneering role in the adoption of artificial intelligence (AI).
e& (brand value up 701% to USD15.3 billion) ascended nine positions to become the second most valuable brand in the ranking. This remarkable brand value growth positions e& as the fastest-growing brand in the UAE, Middle East and globally. This growth is attributed to a comprehensive three-year transformation strategy, during which e& unified its historic "etisalat" brand under a single identity. High-profile partnerships, such as a 15-year collaboration with Manchester City Football Club and a founding partnership in the Formula 1® Etihad Airways Abu Dhabi Grand Prix, have elevated the brand's global visibility.
Andrew Campbell, Managing Director, Brand Finance Middle East commented:
“The UAE’s leading brands are showing what’s possible when ambition meets purpose. From ADNOC’s cutting-edge work in AI and energy, to e&’s bold transformation into a global tech player, and Emirates’ continued excellence in aviation – these brands are not just growing in value, they’re shaping industries. What stands out is how they’re combining innovation, strategic vision, and a genuine commitment to delivering for their customers and communities. It’s a powerful reflection of the UAE’s dynamic and forward-looking economy.”
The total combined portfolio value of all PureHealth Group's brands now totals at USD2.4 billion, an increase from USD2.0 billion in 2024. PureHealth Group's other brands that make the UAE table this year are SEHA (Brand Value USD815 million, ranked 20th), Daman (Brand Value USD283 million, ranked 33rd), and Sheikh Shakhbout Medical City (SSMC) (Brand Value USD217 million, ranked 37th).
Emirates leads the UAE’s strongest brands with a BSI score of 86.0/100, followed by e& with a BSI score of 85.0/100 and an AAA brand strength rating, upon completion of its rebranding transition from “etisalat”. Emaar ranks third with a BSI score of 83.7/100 and an AAA- rating. Emaar’s 58% brand value increase to USD4.0 billion is supported by its strong financial performance, iconic property developments, and commitment to excellence in product delivery and customer service.
Among brands ranked in the UAE 50, ADNOC has been recognised as the brand with the highest sustainability perceptions in the environmental and governance (ESG) categories, while Majid Al Futtaim leads in social sustainability perceptions.
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.
