Middle East 150 2023

2023 MiddleEast150 TheannualreportonthemostvaluableandstrongestMiddleEasternbrands February2023 Contents. AboutBrandFinance3 Foreword7 DavidHaigh,Chairman&CEO,BrandFinance8 RankingAnalysis9 SectorRankings&Analysis17 Oil&Gas18 Banking19 Telecoms21 Airlines23 Utilities24 Logistics25 Insurance26 Healthcare27 Mining,Metals&Minerals29 BrandValueRanking(USDm)30 InsightsfromourresearchonExecutiveLeaders33 BrandGuardianshipIndexMethodology35 BrandGuardianshipIndex37 Top30MiddleEasternLeaders39 BrandSpotlights43 ADNOC44 stc47 etisalatbye&51 QNBGroup53 Zain55 Du58 Mobily61 KFSH&RC63 DEWA66 Mashreq67 Saudia72 Methodology73 OurServices79 ©2023Allrightsreserved.BrandFinancePlc. AboutBrandFinance. BrandFinanceistheworld'sleadingbrandvaluationconsultancy. WebridgethegapbetweenmarketingandfinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline. Wequantifythefinancialvalueofbrands Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually. WeofferauniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,to brandstrategyandvisualidentity,totaxandaccounting. Weprideourselvesontechnicalcredibility BrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil. OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceived theofficialapprovaloftheMarketingAccountability StandardsBoard. GetinTouch. Forbusinessenquiries,pleasecontact:SavioD'Souza SeniorDirector s.dsouza@brandfinance.com Formediaenquiries,pleasecontact:MichaelJosem AssociateCommunicationsDirector m.josem@brandfinance.com Forallotherenquiries: enquiries@brandfinance.com +442073899400 www.brandfinance.com linkedin.com/company/brand-finance twitter.com/brandfinance facebook.com/brandfinance youtube.com/brandfinance Requestyourown BrandValueReport ABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsused toarriveatyourbrand’svalue. Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodriveperformanceandoffersacost-effectivewaytogainingabetter understandingofyourpositionagainstpeers. Insight Visitbrandirectory.com/request-a-valuation t s oremailenquiries@brandfinance.com Strategy e f i Benchmarking n BrandValuation B e SummaryBrandStrengthTracking C RoyaltyRates Education o n t e n CostofCapitalAnalysis Communication t s CustomerResearchFindings Understanding enquiries@brandfinance.com CompetitorBenchmarking Brandirectory.com Brandirectoryistheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007. +Browsethousandsofpublishedbrandvalues +Trackbrandvalue,strength,andratingacrosspublicationsandovertime +Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings +Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearch Visitbrandirectory.comtofindoutmore. BrandFinanceGroup. BrandFinanceInstitute BrandFinanceInstituteistheeducationaldivisionofBrandFinance,whosepurposeistocreateandfosteraprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthemarket.BFIorganisesevents,in-companytraining,and corporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurpose toequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsincollaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield. BrandDialogue BrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork. VI360 VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness. BrandFinanceMiddleEast1502023brandirectory.com/middle-east5 GlobalBrand EquityMonitor Originalmarketresearchonover5,000brands38countriesand31sectorscovered Morethan150,000respondentssurveyedannually Wearenowinour7thconsecutiveyearconductingthestudy Visitbrandirectory.com/consumer-research oremailenquiries@brandfinance.com enquiries@