Dubai: The UAE’s telecom-tech giant e& has emerged as the fastest-growing brand globally, experiencing an eightfold increase in its brand value over the past year, reaching $15.3 billion, according to the latest Brand Finance rankings. Formerly known as Etisalat, e& has expanded its global footprint in the last three years through strategic acquisitions and partnerships. Domestically, the company has made significant advancements with high-speed networks and key investments, including in Careem and the streaming platform Starzplay Arabia.
In second place for the fastest brand value growth is Nvidia, the AI-powered technology leader, with a brand value of $87.9 billion, securing its position among the world’s top brands.
Brand value, as defined by Brand Finance, refers to the net economic benefit a brand owner would gain from licensing the brand in an open market. Brand strength, on the other hand, measures how effectively a brand performs on intangible factors relative to its competitors.
Looking at the world’s most valuable brands, Apple leads the ranking with a brand value of $574.5 billion, followed by Microsoft at $461 billion, and Google at $413 billion. Amazon holds the fourth spot with a brand value of $356 billion, and Walmart rounds out the top five with $137.2 billion, according to Brand Finance’s findings.
The top four positions in the latest rankings are dominated by US-based tech giants, reflecting their strong market presence. Apple’s market capitalization stands at a remarkable $3.45 trillion, followed closely by Microsoft at $3.18 trillion, and Alphabet (Google’s parent company) at $2.4 trillion. Amazon’s market cap reaches $2.37 trillion, while Saudi Aramco occupies the sixth spot globally at $1.81 trillion.
AI-driven companies are also making their mark on the global brand stage. TikTok, despite facing challenges in the US, ranks among the high-growth brands. “Technology companies do not have a monopoly on sustained brand growth,” said David Haigh, Chairman and CEO of Brand Finance.
Chinese brands like TikTok, Pinduoduo, and BYD are also gaining traction globally, creating value and challenging traditional brand leaders. Haigh predicted that as Chinese companies refine their brand-building strategies, more will enter the global marketplace in 2025.
Brand Finance ranks 6,000 of the world’s largest companies and labels annually, including the top 500 most valuable and strongest brands in the “Brand Finance Global 500 2025” report.
In the Middle East, Saudi Aramco remains the region’s most valuable brand with a value of $41.7 billion, although its growth rate was the slowest among Middle Eastern brands. ADNOC follows as the region’s second most valuable brand, experiencing a 25% growth to reach $19 billion, making it the fastest-growing energy brand in the Global 500 rankings. According to Haigh, “Middle Eastern brands continue to make their mark on the global stage, with a combined $127.4 billion brand value contribution to the Brand Finance Global 500 2025 ranking. Saudi Arabia leads the region, contributing $75.5 billion with five Saudi brands among the world’s Top 500.”
