The total value of the top 50 most valuable UAE brands has risen by 22% year-on-year to 88.5 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.”
PureHealth Group (brand value up 30% to USD564 million) remains the UAE’s most valuable healthcare brand. The group posted strong financials, with revenue up 58% year-on-year to AED25.8 billion and net profit rising 78% to AED1.7 billion in 2024. The brand’s status as the largest integrated healthcare platform in the region continues to reinforce its strategic position.
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.
