UAE telecom giant du has climbed five positions to become the 20th strongest brand in the latest Global Telco 150 ranking, with its brand value increasing to over $3 billion from $2.47 billion the previous year. This notable achievement solidifies du’s position as the fastest riser in brand value rank across the Middle East.
The company’s brand strength was further underscored by an AAA- rating and a Brand Strength Index (BSI) of 83.2. Du attributed its success to a strong balance of brand investment, performance, and equity, resulting in superior customer service, excellent coverage, and best value for money.
Fahad Al Hassawi, CEO of du, highlighted that the milestone reflects the company’s commitment to excellence and innovation, focusing on improving network infrastructure, customer experience, and embracing digital transformation. Over the past four years, du has significantly closed the gap with its competitors through strategic growth initiatives and continuous service enhancements.
The BSI, a crucial factor in du’s brand valuation, is based on brand investment, performance, and equity, with equity contributing 50% to the index. The company’s strategic emphasis on customer service, coverage quality, and value proposition played a key role in its year-over-year success.
