UAE-based telco Etisalat was named on Tuesday at the Mobile World Congress in Barcelona as the most valuable telecommunications brand in the Middle East and North Africa (Mena) by UK consultancy Brand Finance.
According to Brand Finance, the position reflects the company’s increase in brand value by 40 per cent to $7.7 billion, higher than any other telecoms brand in the region,
Etisalat was the only telecom provider to break the $7 billion brand value mark in the region, the consultancy said.
As the only telecom provider from the region to feature in the top 15 most powerful telecom brands globally, Etisalat was given a AAA brand ranking.
On a portfolio basis, the brand value, inclusive of non-branded subsidiaries (Mobily in KSA, Maroc Telecom Operations, Ufone/PTCL in Pakistan), jumped by 25 per cent to $9.6 billion.
Etisalat Group chief executive Saleh Al Abdouli, who received the award, said in a statement: “We are proud to be recognised as the most valuable brand in the Mena region, a significant milestone as we have transcended from the third rank to the first in only one year by surpassing some of the renowned regional brands.”
Etisalat’s brand value has grown over the year due to innovative customer service driven strategy, adapting well to digital savvy marketplace, leadership position on the 5G revolution and successful launch of global brand building initiatives.