The Kantar BrandZ Most Valuable Emirati & Saudi Brands have collectively grown their brand value by 93% over the last five years and are today worth $97 billion. Both Emirati and Saudi brands should finish 2024 well positioned for future growth, and this is true of their economies as well.
Highlights from these two rankings, which include the opinions of more than 50,000 people about 600+ brands across 40+ categories, reveal:
• Al Rajhi Bank becomes the number one most valuable Saudi brand for the first time, with a brand value of $14 billion, with STC ($13.7bn) moving to second position and Saudi National Bank ($11.2bn) at No.3
• Saudi insurer Tawuniya is the top riser overall, growing by 76% to $1.2 billion
• Three new entrants to Saudi’s ranking include: BSF (No.15); Al Rajhi Takaful (No.18) and Aldrees (No.19)
• Telecom giant e& (etisalat and ) remains the top Emirati brand with a brand value of $9.5 billion, followed by Emirates (No.2; $6.2bn) and FAB (No.3; $4.9bn)
• Multi-specialty hospital brand Burjeel enters the Emirati ranking for the first time at No.10
• Emirati and Saudi brands that have improved their scores on Meeting Needs are also seeing significant upticks in measures of Usage. Consumers don’t just feel more positively about Meaningfully Different brands - they turn to them more.
Infographic
Learn more about the rankings in these two infographics, revealing the top brands by market, Newcomers, Top Risers and breakdown by category. Many top Saudi and Emirati brands have grown their profiles abroad, yet they must continue to win at home by attending to the kinds of cultural nuances that import brands often miss. For instance, around how the region’s consumers are balancing modernity and tradition in a disruptive, digital-first world.
Download the infographic - Saudi brands
Download the infographic - Emirati brands
Video - Top 20 Saudi Brands
Find out who made the most valuable Saudi brands list. Seventeen of last year’s top Saudi brands are making a repeat appearance this year, led by a new most valuable brand, Al Rajhi Bank. The strongest brands justify charging a premium by being seen as ‘worth it’. 87% of brands in the Emirati and Saudi rankings score highly on the most important drivers of a consumer’s willingness to pay more for a brand, by being seen as Meaningful and Different.
Video - Top 10 Emirati Brands
Find out who made the most valuable Emirati brands list. The strength of ‘Brand UAE’ has created new growth opportunities for many top Emirati brands. Kantar’s Blueprint for Brand Growth guides brands on engineering growth by building Meaningful Difference through three key accelerators: Predisposing More People to buy at the right price, Being More Present at the point of purchase, and Finding New Space for growth.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
The United Arab Emirates and Saudi Arabia are the largest economies in the Middle East, and the mood is optimistic for future growth. As the markets continue to implement large-scale economic development plans, huge opportunities abound for brands.
This latest report shines a spotlight on the performance of the top 10 most valuable Emirati brands and the top 20 most valuable Saudi brands and the key factors behind their success. Based on the opinions of 49,000 people on 625 brands across 39 categories, highlights from the analysis reveal:
- Collectively, the top 30 Kantar BrandZ Emirati and Saudi brands are worth more than $94.2 billion, equivalent to 5.8% of the two countries’ combined GDPs
- The most valuable Emirati brand is Etisalat by e&, worth $9.5bn
- STC is the most valuable Saudi brand, with a brand value of $13.7bn
- Pharmacy retailer Nahdi is the sole newcomer, reaching No.7 in the Saudi ranking
- Airline Emirates (No.3; $5.4bn) is the top Emirati riser, with a brand value growth of 69%
- Real estate brand, Dar Al Arkan (No.17; $573m) is the top Saudi riser, increasing by 34%.
Download the Kantar BrandZ Emirati and Saudi Brands 2023 report
The United Arab Emirates and the Kingdom of Saudi Arabia are the two biggest economies in the Middle East.
With a total brand value of $106 billion, leading Emirati and Saudi brands have more than doubled their total value in the last two years, growing faster than any other global Kantar BrandZ ranking.
Both markets have shown how important it is to innovate and plan for the future through investments and diversifying their economies.
Saudi telecoms provider, STC, ($16bn; +66%) has retained its number one place as the most valuable brand in the ranking.
Four new brands join the ranking, led by Saudi National Bank, at number 2 ($15.9bn). This is followed by online food delivery platform, Jahez (No.18; $1.4bn), real estate brand, Aldar (No.22; $725m) and bank, ADIB (No.29; $457m).
While both markets are booming and consumers are optimistic, value still matters. Consumers are highly attuned to price, but when they feel under pressure, they are likely to gravitate towards brands they already know, particularly if they do not have time to shop around. Reasonable pricing, linked with outstanding service, will keep them coming back.
Download the Kantar BrandZ Emirati and Saudi Brands 2022 report
The 2021 Kantar BrandZ Emirati and Saudi Brands Spotlight Report, ‘Ready. Set. Grow.’, unpacks how brands have adapted to the new normal and what winning brands are doing right as they rebound, recover and engineer for growth into 2022 and beyond.
We look at the four key enablers for successful brand growth and take a deep dive into why some brands have thrived in the past year, while others have declined, with learnings into what drives brand equity, and how that looks in the real world.
Download the Kantar BrandZ Emirati and Saudi Brands Spotlight Report