Etisalat first Mideast brand portfolio to hit $10b barrier

ABU DHABI / WAM

Etisalat on Tuesday received the ‘most valuable portfolio brand’ in Middle East and North Africa (Mena), by Brand Finance as a recognition for the company’s impressive portfolio of brands becoming the first Middle East group to break the $10 billion barrier in terms of wider portfolio value.
Etisalat boasts of a portfolio of brands such as Etisalat Misr, Mobily of Saudi Arabia, Ufone and PTCL of Pakistan, Maroc Telecom and Etisalat Afghanistan.
The company has also seen an 8 percent growth since last year, resulting in becoming the first Middle Eastern brand to hold such a wide portfolio. For the second consecutive year, Etisalat also retained its position as the most valuable consumer brand in the Middle East and Africa.
“We are proud to achieve the recognition as the most valuable portfolio brand and the first Middle Eastern brand to break the $10 billion barrier in terms of wider portfolio value in the Mena region. Thanks to the UAE leadership’s support, vision and encouragement that helped Etisalat achieve this significant milestone surpassing some of the top renowned regional brands. This achievement is also due to our continuous efforts in digital transformation whereby we have amplified our reach and presence in a highly competitive marketplace by investing in new digital platforms and global brand building initiatives. Etisalat’s success as a brand was also reinforced by the synergy of operating companies across our footprint, creating brand loyalty and enhanced engagement with our customers,” said Saleh Abdullah Al Abdooli, CEO, Etisalat Group.
David Heigh, CEO, Brand Finance said, “It is a real testament to the leadership of the UAE that Emirati brands are leading the charge for the Middle East, amongst the world’s most valuable brands. As celebrations for the ‘Year of Zayed’ wrap up, we recognise the achievements, will and determination of the UAE’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan.”