Saudi Arabia, UAE Emerge as Middle East’s Top Brand Powerhouses

Saudi Arabia and UAE have emerged as brand powerhouses in the Middle East. These two nations now represent 81% of the region’s total brand value. Saudi brands lead with $112.4 billion while UAE brands follow at $86.0 billion. Together, they command a remarkable brand strength of $198.4 billion.

Their market leadership spans across several sectors. Aramco remains the region’s most valuable brand, reaching $41.7 billion – a position it has held for six straight years. ADNOC has seen its value climb by 25% to $19.0 billion. The telecom sector has reached new heights as ‘e&’ became the world’s fastest-growing brand. Its value surged by 701% to $15.3 billion. The healthcare sector shows strong potential too, with King Faisal Specialist Hospital & Research Center valued at $1.7 billion. These achievements showcase both countries’ successful economic strategies. The UAE continues to lead other GCC countries in the Economic Diversification Index from 2020 to 2023.

Saudi Arabia and UAE lead regional brand rankings

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Brand Finance’s latest Middle East 150 2025 report explains how Saudi Arabia and the United Arab Emirates have become the dominant forces in the region’s brand landscape. These two nations have built a powerful brand ecosystem through strategic diversification and creative brand development approaches.

Aramco tops the list with $41.7B brand value

Saudi oil giant Aramco stands as the Middle East’s most valuable brand for six years running. The company’s strong brand has shown remarkable resilience despite challenges from falling oil prices, geopolitical uncertainties, and evolving energy market dynamics. Its AAA- brand strength rating has helped it preserve its market position through these challenges.

The company’s brand value represents more than a third of the total brand value among the region’s top companies. This fact emphasizes Aramco’s enormous influence on the Middle East’s brand landscape. The valuation also reflects Saudi Arabia’s energy sector strength as the kingdom works toward broader economic diversification.

UAE’s ADNOC and STC follow with strong growth

Abu Dhabi National Oil Company (ADNOC) remains the region’s second most valuable brand for six consecutive years. The company’s brand value grew impressively by 25% to reach $19.0 billion. This success represents over 300% growth since 2017, reflecting ADNOC’s bold strategic transformation.

ADNOC strengthened its brand through major initiatives including XRG’s launch, international energy investments, and groundbreaking artificial intelligence adoption. The company’s Brand Strength Index score improved by one point to 80.2, thanks to its decarbonization and diversification efforts.

Saudi Telecom Company (STC) holds third place with a 16% increase in brand value to $16.1 billion. STC has emerged as the region’s strongest brand, achieving a Brand Strength Index (BSI) score of 88.7/100 and an AAA brand strength rating. This achievement places STC among the world’s top three strongest telecom brands.

Combined brand value of $198.4B dominates 81% of region

Saudi Arabia and the UAE together represent an impressive 81% of the region’s total brand value. Saudi Arabia leads with $112.4 billion in combined brand value, while the UAE follows at $86.0 billion, totaling $198.4 billion between them.

This market leadership showcases both countries’ commitment to brand development across sectors. Saudi Arabia contributes five brands to the world’s top 500, each growing in brand value. The UAE continues to grow stronger through brands like ADNOC and etisalat by e& (now part of the e& Group), recognized as the Middle East’s strongest brand.

Middle Eastern brands now command global attention with $127.4 billion in the Brand Finance Global 500 2025 ranking. This performance shows how Saudi Arabia and the UAE are setting new standards in regional brand excellence through strategic investments and bold transformation initiatives in energy, telecommunications, banking, and other vital sectors.

Top sectors drive brand value surge

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Saudi Arabian and UAE companies guide the Middle East’s brand value surge through five key sectors. These companies have secured leadership spots in a variety of industries.

Energy: Aramco and ADNOC maintain dominance

Energy sector remains the life-blood of brand value in the region and shows unmatched profitability. The sector’s five companies generated a total profit of AED 468.17 billion. Saudi Aramco stands as the most valuable brand for six years now, with a brand value of AED 153.12 billion or USD 41.7 billion. The company’s AAA- rating helps maintain stability despite oil price drops and geopolitical uncertainties.

ADNOC ranks second most valuable brand and grew 25% to AED 69.77 billion. This growth stems from strategic transformation initiatives, technology investments, and groundbreaking AI adoption. The company’s green practices improved its Brand Strength Index to 80, earning an AAA- rating.

Telecom: STC and e& show rapid expansion

Telecommunications sector has become a powerhouse of brand value growth. Saudi Telecom Company (STC) ranks third with AED 59.12 billion, showing a 16% increase. STC achieved the region’s highest Brand Strength Index score at 88.7/100 with an AAA rating. The company now ranks among the world’s top 10 most valuable telecom brands.

‘e&’ (formerly Etisalat) stands out as the world’s fastest-growing brand. The company’s value shot up by 701% to AED 56.18 billion. This growth came after unifying its brand architecture, which enabled expansion into entertainment, healthcare, fintech, and cloud services.

Banking: Al Rajhi and QNB retain AAA ratings

Banking sector leads regional listings with 45 entries that generated total sales of AED 820.68 billion. Al Rajhi Bank remains the strongest banking brand with a BSI score of 87.9/100 and AAA rating. Saudi Arabia’s consumers know the brand well – 100% recognize it and 99% are familiar with it.

Qatar National Bank (QNB) has grown stronger as the Middle East’s most valuable banking brand. The bank’s value increased 11% year-on-year to USD 9.4 billion with a BSI score of 86.25/100. QNB’s strategic expansion and record net profits earned it third place in brand strength.

Healthcare: King Faisal and PureHealth gain momentum

King Faisal Specialist Hospital & Research Center leads healthcare with a brand value of AED 6.24 billion, up 10%. The hospital’s brand value grew 31% to reach 5.6 billion Saudi Riyals. This growth comes from groundbreaking advances in robotic surgeries and space medicine experiments. The hospital ranks first among Academic Medical Centers in the Middle East and Africa and 20th globally.

UAE’s PureHealth Group showed strong growth with a 30% brand value increase to AED 2070.97 million. Strategic acquisitions of Sheik Shakhbout Medical City and UK’s Circle Health Group fueled this growth.

Real Estate: Roshn Group enters top rankings

Roshn Group has quickly become Saudi Arabia’s most valuable real estate brand and ranks third regionally at USD 1.1 billion. The company’s multi-asset strategy and support for Saudi Arabia’s Vision 2030 helped accelerate its growth. Roshn jumped from ninth to first place in Construction Week Middle East’s Top 50 GCC Developers list, showing its significant effect on regional property development.

The company’s steadfast dedication to green practices and community-focused initiatives played a crucial role in this achievement. These efforts deepened their commitment as a leader in the Gulf region’s real estate sector.

How innovation and digital transformation fuel growth

Digital transformation has altered the map of business in the Middle East. Innovative technology serves as a catalyst that drives brand value growth in Saudi Arabia and the UAE.

AI adoption and tech integration in ADNOC and STC

ADNOC leads the way in AI implementation. The company saved AED 1835.97 million through AI-improved production and efficient operations. Their advanced AI solutions reduced carbon dioxide emissions by 1 million tons between 2022 and 2023. This reduction equals taking 200,000 gasoline-powered cars off the road.

CEO Dr. Sultan Al Jaber’s leadership helped ADNOC achieve UAE’s highest Brand Strength Index score of 87.9/100. The company’s trailblazing solutions include first-of-its-kind AI applications in the industry. ADNOC announced ENERGYai, a state-of-the-art AI system created with AIQ, G42, and Microsoft. This system aims to scale agentic AI throughout the energy industry.

STC exploited tech integration to secure the region’s highest Brand Strength Index score of 88.7/100. The company expanded into banking, cybersecurity, and B2B services through its masterbrand strategy consolidation.

e&’s brand consolidation strategy

Telecommunications giant e& became the world’s fastest-growing brand with a remarkable 701% value increase. This historic achievement came after a three-year rebranding plan that united the legacy Etisalat identity under one e& brand.

Their 2030 strategy rests on four pillars: strengthening core business, varying portfolio, digitalizing operations, and promoting sustainability. The company created a Group AI & Data department to speed up AI integration across operations. This move positions e& as an “AI-first organization”.

Healthcare innovation through robotic surgeries

King Faisal Specialist Hospital and Research Center in Saudi Arabia made history. They became the first hospital worldwide to complete fully robotic liver and heart transplants. This achievement helped increase their brand value by 10% to $1.7 billion.

Healthcare institutions across the UAE have started robotic surgery programs. Cleveland Clinic Abu Dhabi, American Hospital Dubai, and Al Zahra Hospital Dubai lead this initiative. The global robotic surgery market grows faster, with surgeons performing over 12 million procedures worldwide.

Middle East’s healthcare robotics sector should generate AED 2299.00 million in 2024. Experts project this figure to reach AED 2979.05 million by 2028, growing at 6.69% annually. These technological innovations improve brand value and change how organizations operate and deliver services.

Why economic diversification underpins brand strength

“The strategic locations, diversification efforts, burgeoning consumer markets, and business-friendly environments in both the UAE and Saudi Arabia offer compelling reasons for investors to consider these nations for their ventures.” — Al Sharqi, Economic Analysis Organization in Dubai

The Middle East’s brand powerhouses rest on an economic foundation that shows major changes as the main driver of green growth. A planned change from resource dependence to diverse, breakthrough-driven economies stands at the heart of this transformation.

Vision 2030 and national transformation plans

Saudi Vision 2030, launched in 2016 under Prince Mohammed bin Salman’s guidance, wants to cut oil reliance and attract foreign investment. The vision encourages growth in tourism, entertainment, logistics, and technology sectors. This complete plan has built a thriving economic environment where businesses of all sizes thrive. The UAE’s “We the UAE 2031” vision also targets doubling the country’s GDP from AED 1.49 trillion to AED 3 trillion while generating AED 800 billion in non-oil exports.

Declining oil dependency and rise of non-oil sectors

Economic diversification has produced measurable results throughout the region. Saudi Arabia’s non-oil sector grew by 4.4% in 2023, while oil GDP dropped by 9%. Non-oil sectors made up over 73% of UAE’s GDP in 2023. Saudi Arabia’s Q3 performance reflects this change, with every sector exceeding pre-COVID-19 levels and the non-oil economy growing 8.4% larger overall.

Government support for private sector expansion

Both nations run strong programs to speed up private sector growth. Saudi Arabia launched the Shareek program in 2021 to tap into 5 trillion in domestic private sector investments by 2030. The program’s first wave announced 12 projects in four key sectors that will create over 64,000 local jobs by 2040. The UAE has strengthened its position as a global investment hub through regulatory reforms, infrastructure upgrades, and better financial systems.

This economic transformation has changed the lending landscape fundamentally. Businesses now lead Saudi Arabia’s credit market. Corporate loans to manufacturing grew 19.5% year-on-year, showing increased demand in multiple industries. The education sector makes up just 0.55% of corporate loans but showed the highest growth rate at 44.7%.

What global recognition means for regional brands

Middle Eastern brands from Saudi Arabia and the UAE now reach far beyond their local markets. These brands have become powerful global players in multiple sectors.

Middle East brands enter global rankings

Middle Eastern brands are growing 23% faster in 2025 compared to the global average of 11% for brands outside the region. Nine Middle Eastern brands have earned their place among the world’s top 500. Each brand has increased in value. These brands add USD127.4 billion to the Brand Finance Global 500 2025 ranking.

Saudi Arabia leads with five brands in the world’s top 500. These brands are worth USD75.5 billion combined. STC has become the 9th most valuable telecommunications brand worldwide. The brand e& has shown remarkable growth. Its value increased eight times to reach USD15.3 billion, making it the world’s fastest-growing brand.

Brand strength index (BSI) and AAA ratings explained

The Brand Strength Index (BSI) measures how well brands perform against their competitors. This evaluation follows ISO 20671 standards and looks at marketing investment, stakeholder equity, and business results. Brands receive a score out of 100, which determines their rating up to AAA+, similar to credit ratings.

Three Middle Eastern brands have achieved the prestigious AAA rating: STC, Al Rajhi Bank, and QNB. STC leads the region with a BSI score of 88.7/100. This score places STC among the top three strongest telecommunications brands globally.

Leadership and sustainability as global differentiators

Strong executive leadership plays a vital role in global brand recognition. Dr. Sultan Al Jaber of ADNOC ranks first among global energy chief executives and seventh overall. He is the highest-ranked chief executive outside the US and Europe.

Sustainability initiatives help regional brands stand out in all sectors. Companies with detailed sustainability strategies perform better than their competitors. Studies show that brands focused on sustainability drive more than 50% of organizational growth. Kering exemplifies this approach with clear sustainability targets. They plan to remove hazardous chemicals from production by 2025 and source all gold and diamonds from verified operations.

Saudi Arabia and UAE Chart a New Course for Middle Eastern Brands

Saudi Arabia and UAE brands are pioneering the Middle East’s economic transformation. These powerhouse nations control an extraordinary 81% of the region’s total brand value, which amounts to $198.4 billion. Years of bold economic diversification initiatives and careful planning have altered the map of regional business.

Traditional sectors have evolved through digital transformation, as shown by success stories like Aramco, ADNOC, STC, and e&. These brands have thrived amid global economic uncertainties. STC achieved the highest Brand Strength Index score (88.7/100) in the region, while e& saw a remarkable 701% brand value growth. This shows how technology integration creates lasting brand value.

Economic diversification forms the foundation of these brand powerhouses’ success. Saudi Vision 2030 and the UAE’s 2031 strategy have sped up this transition. Non-oil sectors now make substantial contributions to both economies. Saudi Arabia’s Shareek initiative has helped realize billions in private sector investments and created tens of thousands of jobs across industries.

Middle Eastern brands now compete confidently worldwide. Nine regional brands rank among the world’s top 500, contributing $127.4 billion to the Brand Finance Global 500 ranking. Saudi Arabia and UAE have proven themselves as genuine global contenders. These achievements highlight international recognition of Middle Eastern business excellence.

The future looks promising with focus on sustainability, artificial intelligence, and state-of-the-art healthcare. Despite challenges, Saudi Arabia and UAE have created a blueprint that balances tradition with new ideas, local strength with global ambition. Their transformation from regional players to global brand powerhouses stands as one of the most remarkable economic success stories of our time.