Etisalat has most valuable brand portfolio

abu dhabi — Etisalat has been recognised as having the most valuable telecoms brand portfolio in the Middle East by Londonbased brand valuation and strategy consultancy, Brand Finance.

At a value of $7,728 billion, Etisalat Group’s portfolio rests a comfortable $1.5 billion ahead of the second-placed telco. Headquartered in the UAE, Etisalat has its brand presence in Egypt, Nigeria, Sri Lanka, and Afghanistan. The company has ownership stakes in Mobily in KSA, Ufone and PTCL in Pakistan, and Maroc Telecom and Moov brands in Africa.

The recognition is mainly due to its focussed programme on brand activities, management of significant global sponsorship properties and local events targeted at both consumer and business customers as well as the increased revenues has contributed to the brand value. A key contribution to this result was an increase in the strength of its flagship brand, Etisalat, jumping from a rating of AA- last year to AA+ for 2017. Etisalat Group was also assessed on its focussed programme of brand activities, mainly comprising of the management of significant global sponsorship properties such as FC Barcelona, as well as local events targeted at both consumer and business customers.

Brand Finance CEO, David Haigh, said: “As well as developing its core brand, Etisalat has pursued a broader brand portfolio strategy as a way to build business value through leveraging branded assets. Brands such as Mobily in KSA provide access to very significant GCC markets and in addition, the portfolio approach has provided a foothold in key regional territories adjacent to the Middle East base — for example through Maroc Telecom in North Africa and in Pakistan.”

— business@khaleejtimes.com