New Brand Finance data shows UAE’s key sectors drive economic transformation through resilience and innovation
ADNOC reigns as UAE’s most valuable brand
e& is the first Middle Eastern brand to be recognised as the world’s fastest growing brand value, following a 701% increase to $15.3 billion driven by consolidation of its brand architecture
Emirates, e&, and Emaar lead the charge as UAE’s strongest brands
ADNOC and Majid Al Futtaim lead UAE brands in sustainability commitment
Brand to watch: PureHealth strengthens position as region’s leading healthcare platform through major acquisitions
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.