1、Middle East 1502022The report on the most valuable and strongest Middle Eastern brandsMarch 2022Brand Finance Middle East 150 2Contents. 2022 All rights reserved. Brand Finance Plc.About Brand Finance3Foreword7 David Haigh, Chairman & CEO, Brand FinanceExecutive Summary9Sector Rankings & Analysis16O

2、il & Gas17Banking18Telecoms20Airlines22Chemicals23Food24Insurance25Retail26Healthcare27Logistics28Mining, Metals & Minerals29Real Estate30Utilities31Exchanges32Brand Value Ranking 33Brand Guardianship Index36Brand Spotlights42ADNOC43 Interview with His Excellency Dr. Sultan Ahmed Al Jaber, UAE Minis

3、ter of Industry and Advanced Technology and ADNOC Group CEODP World45 Interview with Daniel Van Otterdijk, Chief Communications Officer, Group Communications, DP WorldEtisalat47 Interview with Hatem Dowidar, Group CEO, e&Maaden50 Interview with Turki Abdullah AlToaimi, Senior Director, Corporate Com

4、munication, MaadenMashreq52 Interview with Ahmed Abdelaal, Group CEO, Mashreq GroupQNB Group55 FeatureSABIC57 FeatureSaudia59 Interview with Khaled Tash, Chief Marketing Officer, SAUDIA Groupstc62 Interview with Mohammed Abaalkheil, Corporate Relations VP , stcMethodology64Our Services71Brand Financ

5、e Middle East 150 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance. For 25 years, we have helped companies and organisati

6、ons of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put 5,000 of the worlds biggest brands to the test every year. Ranking brands across all sectors and countries, we publish nearly 100 reports annually.We offer a unique combination of expertiseOur

7、 teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in E

8、ngland and Wales, and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671. Our methodology has been certified by global independent au

9、ditors Austrian Standards as compliant with both, and received the official approval of the Marketing Accountability Standards Board.Get in Touch. business enquiries, please contact:Andrew CampbellManaging DFor media enquiries, please contact:Konrad JagodzinskiCommunications DFor all other enquiries

10、:+44 207 389 A Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brands value. Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better underst

11、anding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBr

12、and Finance Middle East 150 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance, whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market. BFI organises events, in-comp

13、any training, and corporate educational initiatives around the world. In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools, we have developed a wide range of programmes and certifications in collaborati

14、on with the most coveted business schools, universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values, providing easy access to all Brand Finance rankings, reports, whitepapers, and consumer research published since 2007. +Browse

15、 thousands of published brand values +Track brand value, strength, and rating across publications and over time +Use interactive charts to compare brand values across countries, sectors, and global rankings +Purchase and instantly unlock premium data, complete brand rankings, and researchVisit to fi

16、nd out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measurement, and strategic thinking fo

17、r a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management con

18、sultancy working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 36

19、 countries and 29 sectors coveredOver 100,000 respondents surveyed annuallyWe are now in our 6th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman & CEO, Brand FinanceBrand Finance Middle East 150 7Foreword.What is the purpose of a strong brand: to attract cus

20、tomers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money.Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most org

21、anisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant o

22、n qualitative measures, poorly understood by non-marketers.As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo,

23、 may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative

24、 impact on the bottom line.Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity, to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believ

25、e that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line.By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and

26、 boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can you know if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price? If you are intending to sel

27、l, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.Brand Finances research revealed the

28、compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole.Acknowledging and managing a companys intangible assets taps into the hidden value that lies

29、 within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business.The team and I look forward to continuing the conversation with you.Brand Finance Middle East 150 8Aramco is Middle Easts Most Valuable Brand

30、, Etisalat is Strongest + With a brand value of US$43.6 billion, Aramco retains top spot on Brand Finance Middle East 150 ranking, as oil prices bounce back after pandemic + ADNOC is second most valuable brand in Middle East, #1 in UAE + Etisalat is Middle Easts strongest brand, and worlds strongest

31、 telecoms brand, leveraging Dubai Expo to promote its world-leading 5G infrastructure deployment + QNB cashes in as Qatars most valuable brand + Maaden is Middle Easts fastest-growing brand + KPC makes its debut in ninth place with brand value of US$4.0 billionExecutive Summary.Brand Finance Middle

32、East 150 10Executive Summary.Aramco retains top spotOil and gas giant Aramco has once again been crowned the Middle Easts, and therefore also Saudi Arabias, most valuable brand.This year, Saudi Arabias national oil company saw its brand value increase by 16% to US$43.6 billion, which sees the brand

33、account for almost as much value as the next five most valuable brands combined in the Brand Finance Middle East 150 2022 ranking. Following a difficult period for the oil and gas sector at the start of the COVID-19 pandemic, oil prices rebounded in 2021, buoyed by the natural gas crisis that saw bu

34、sinesses turn to crude products. The increase in demand saw Aramcos third-quarter profits more than triple year-on-year, helping push its market valuation to US$2 trillion. In a sign of confidence and ambition for continued growth, Aramco announced plans to increase its production capacity from 12 m

35、illion barrels a day to 13 million by 2027. The company has continued to invest heavily in its brand to support growth in both core and growth businesses through a global campaign as well as investments in sports from Formula 1 to golf.ADNOC is second most valuable brand in Middle East, #1 in UAEAbu

36、 Dhabi National Oil Company (ADNOC) has retained its position as UAEs most valuable brand and second most valuable brand in the Middle East region with its brand value increasing 19% to US$12.8 billion. ADNOCs impressive performance was also reflected in being ranked 159th in the Brand Finance Globa

37、l 500 2022 ranking. With an eye on the future, and in line with the UAE leaderships 2050 net zero strategy, ADNOC is also embracing the energy transition through several strategic initiatives including its global clean energy joint venture with TAQA and Mubadala on renewable energy and green hydroge

38、n.QNB cashes in QatarQNB has retained the title of Qatars most valuable and strongest brand, with a healthy brand value growth of 16% to reach US$7.1 billion, QNBs impressive performance was also reflected in the Brand Finance Banking 500 2022 ranking, where it moved up to 45th. The brands growth ou

39、tpaced the top 50 banking brands in the world, as it consolidated its position as the most valuable banking brand across the Middle East.Brand Finance Middle East 150 11Executive Summary.Top 10 Most Valuable Middle Eastern Brandsb6+7% $5.0bn 60j7+16% $4.7bn 70g8+24% $4.3bn 102z9NEW $4.0bn -g1081 $3.

40、6bn-4%z1+16% $43.6bn 10H3+16% $10.6bn 30H440 $10.1bn +18%g550 $7.1bn +16%z2+19% $12.8bn 20QNBs growth reflects the hard work put behind the brand and business over the last few years. The brand has acted as a unifying force across its operations, which have benefitted from the significant investment

41、 in digital services for retail and corporate clients and has helped consolidate QNBs position as the most valuable banking brand in the Middle East.Andrew CampbellManaging Director, Brand Finance Middle EastDespite the challenges posed by the pandemic, QNB continued to provide high level service to

42、 its customers alongside investing heavily into the development of the brands digital offering. This focus has allowed QNB to continue delivering successful campaigns, products, and services and build a strong portfolio which will prime the brand for future growth opportunities and international exp

43、osure. Maaden is regions fastest-growing brandMaaden has retained the position of the most valuable mining, metals & minerals brand in both Saudi Arabia and across the Middle East, and with a 69% brand value increase to US$503 million, it is the fastest-growing brand in the Middle East of 2022. This

44、 years growth was driven by a record year for sales in 2021 for Maaden, which saw a 44% year-on-year increase. The brand has become the third pillar of Saudi industry, behind oil and petrochemicals, and its growth has seen it named among the top 20 largest global mining companies by market capitalis

45、ation.KPC and portfolio of its brands included for first timeKPC, the Kuwait Petroleum Company, is the most valuable Kuwaiti brand of 2022, and ninth in the Middle East, with its brand valued for the first time at US$4.0 billion. KPC maintained a valuable brand through the pandemic, despite the sign

46、ificant reduction in oil demand during the second half of 2020 and much of 2021. Prior to the pandemic, KPC had long-term plans to increase production from around 2.5 million barrels per day to 4.75 million barrels per day by 2040. Revised targets of 4 million barrels per day by 2040 will ensure tha

47、t the company continues to operate a very strong brand in the global oil market. Brand Finance Plc 2022Brand Finance Middle East 150 12Brand Value Change 2021-2022 (%)-47%-27%-19%-19%-17%-17%-15%-15%-12%-12%KPCs brand architecture is hybrid in nature while its peers in the region and internationally

48、 have moved to a branded house approach to build a strong global brand to appeal to their unique set of stakeholders as key enablers of the global transition to renewable energy in the medium to long term while delivering optimal value to their shareholders.The other KPC owned brands that feature in

49、 the analysis are KOC (20th), KNPC (38th), KUFPEC (88th), Q8, KGOC, KPPC, Kafco, PIC, KOTC, and KARO. As part of KPCs long standing strategy to exploit the most value for its hydrocarbon resources it is building the largest refinery in the Middle East (Al Zour refinery) to be managed by KIPIC and ha

50、s built a leading European petroleum refining and marketing brand in Europe, Q8.stc is Saudi Arabias strongest brandstc is Saudi Arabias strongest brand, with a Brand Strength Index (BSI) score of 85.7 out of 100 and a corresponding AAA brand strength rating.stcs brand has continued to go from stren