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Fueled by a period of large-scale economic development, 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. This compares to 66% brand value growth for the Global Top 100 over the same period. It shines a light on how the most valuable Emirati and Saudi brands have successfully leveraged critical brand levers, including being meaningful and different, diversifying into new spaces, being more present and predisposing more people to buy at the right price.
In this year’s brand ranking report released today, Saudi insurer Tawuniya is the fastest-rising brand overall, up 76% to $1.2 billion. Finding new spaces for growth by diversifying into financial services, healthcare, and car maintenance, this highly trusted insurance brand is making its mark with its customers. Following changes in regulation, its recent partnership with fintech startup Hakbah supports the government’s goal of promoting financial inclusion, while offering enhanced financial security to Hakbah’s customers.
Dairy and food brand Saudia is the second-fastest riser. It grew 50% to $821 million, rising four places in the Saudi brand ranking. The brand has benefited from consumers turning to more local brands and its continued drive to enhance the daily cooking experience with easy to implement recipes and expert tips.
Real estate brand Aldar is the fastest-growing Emirati brand, growing by 47% to $1.1 billion. Capitalising on the booming real estate market, Aldar expanded its luxury offerings to cater to the growing number of high-net-worth individuals interested in its deluxe hotels and newly built, walkable residential enclaves.
Premium brand positioning
The strongest brands justify charging a premium by being seen as ‘worth it’. More than three quarters (87%) of brands in the Emirati and Saudi Top 30 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.
Two Emirati brands that have consistently justified their premium price proposition are airline Emirates, which grew its brand value by 15% to $6.2 billion, and real estate giant Emaar, which grew 25% to $4.4 billion.
Amol Ghate, Managing Director MENAP, Insights Division at Kantar says: “Brands all over the world can look to Saudi and Emirati brands as exemplifying what can be achieved by those businesses that are relentless in their pursuit of brand growth and follow a clear blueprint. Over the last five years, the sustained growth achieved by top Saudi and Emirati brands has reached an incredible $47 billion. In terms of being Meaningful and Different, these brands have surpassed the global brand average, which is a clear testament to their brand strength. Yet, more than 60% of brands in the region still have low meaning amongst their consumers and are not seen as different. Brands that can better understand consumer needs and connect their brands in relevant and unique ways will find growth.”
The Kantar BrandZ Top 10 Most Valuable Emirati Brands 2024
Nine out of ten brands have returned to the Emirati brand ranking, led by telecom giant e& (etisalat and ) with a brand value of $7.3 billion. Known worldwide for sponsoring Manchester City football club, e& also provides its Emirati users with some of the fastest 5G speeds worldwide and has also become a major player in enterprise AI and CX support solutions.
Multi-specialty hospital brand Burjeel enters the Emirati brand ranking for the first time. As the UAE becomes a major destination for medical tourism, Burjeel is successfully building a global profile as a world-class and technically advanced hospital.
Kantar BrandZ Top 10 Most Valuable Emirati Brands 2024
| Rank 2024 | Brand | Category | Brand Value 2024 (US$M) |
| 1 | e& (etisalat and ) | Telecom Providers | 7,287 |
| 2 | Emirates | Travel Services | 6,238 |
| 3 | FAB | Financial Services | 4,902 |
| 4 | Emaar | Real Estate | 4,406 |
| 5 | ADNOC Distribution | Energy | 2,815 |
| 6 | Du | Telecom Providers | 1,752 |
| 7 | ADCB | Financial Services | 1,175 |
| 8 | Aldar | Real Estate | 1,118 |
| 9 | Emirates NBD | Financial Services | 1,114 |
| 10 | Burjeel | Hospitals | 972 |
The Kantar BrandZ Top 20 Most Valuable Saudi Brands 2024
For the first time in five years there is a new number one Saudi brand, Al Rajhi Bank ($14bn; +11%). Saudi Arabia’s best domestic bank exemplifies the spirit of transformation that is driving the Saudi economy. Expanding its digital footprint, Al Rajhi Bank has embraced new forms of marketing – recently becoming the first Saudi bank to have an active TikTok account.
Telecom brand STC, which held the number one position for the last four years, moves to No.2 in the Saudi ranking. Considering how many new entrant s have crowded into the Saudi telecom industry in recent years creating price wars, retaining a top position is a huge achievement for this powerhouse that continues to reinvigorate and inject new life into its brand.
Three new entrants to this year’s Saudi brand ranking include: the recently rebranded Saudi bank BSF at No.15, cooperative insurance company, Al Rajhi Takaful at No.18 and the petroleum and transport services company Aldrees at No.19.
Kantar BrandZ Top 20 Most Valuable Saudi Brands 2024
| Rank 2024 | Brand | Category | Brand Value 2024 (US$M) |
| 1 | Al Rajhi Bank | Financial Services | 13,959 |
| 2 | STC | Telecom Providers | 13,673 |
| 3 | Saudi National Bank | Financial Services | 11,148 |
| 4 | Mobily | Telecom Providers | 3,480 |
| 5 | Almarai | Food and Beverages | 3,423 |
| 6 | BUPA Arabia | Financial Services | 2,598 |
| 7 | Alinma Bank | Financial Services | 2,250 |
| 8 | Jarir Bookstore | Retail | 1,843 |
| 9 | Riyad Bank | Financial Services | 1,787 |
| 10 | SAB | Financial Services | 1,590 |
| 11 | Bank Albilad | Financial Services | 1,506 |
| 12 | Nahdi | Retail | 1,464 |
| 13 | Tawuniya | Financial Services | 1,209 |
| 14 | Al Othaim | Retail | 986 |
| 15 | BSF | Financial Services | 900 |
| 16 | Saudia | Food and Beverages | 821 |
| 17 | Panda | Retail | 762 |
| 18 | Al Rajhi Takaful | Financial Services | 747 |
| 19 | Aldrees | Energy | 704 |
| 20 | Arab National Bank | Financial Services | 668 |
The Kantar BrandZ Most Valuable Emirati & Saudi Brands rankings, report and extensive analysis are available now at www.kantar.com/campaigns/brandz/uae-ksa
For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. Find out more here.
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About Kantar BrandZ:
Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business’ financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analysed financial data, with extensive brand equity research. Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.3 million consumers, for 21,000 brands in 54 markets. Discover more about Kantar BrandZ here.
The Kantar BrandZ Most Valuable Emirati and Saudi Brands Report 2024 is the most definitive and robust ranking available. The ranking draws on the opinions of 52,000 respondents about 672 brands across 41 categories. The brands ranked must meet these eligibility criteria:
- The brand must have originated in the United Arab Emirates or Saudi Arabia
- The brand is owned by an enterprise listed on a credible stock exchange or by a private enterprise with its complete financial statements available in the public domain
- For banks, a minimum of 25% of its average 2-year revenue should be generated by its retail segment.
