(MENAFN- Afghanistan Times) Most valuable portfolio brand in the MENA region for the 3rd
year in a row
Remains the most valuable consumer brand in MEA for 2nd
consecutive year
ABU DHABI,22 January 2019: Etisalat today 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, Ufone, Maroc Telecom, PTCL 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.'
Operating in 15 countries across Asia, Middle East and
Africa, Etisalat's success can also be attributed to its continued efforts in
developing its customer loyalty programmes, sports sponsorship commitments and
in driving the digital future to empower societies.
Etisalat pioneering 5G efforts in the region and delivering
one of the fastest, smartest and best-connected places on earth during the
global mega Expo 2020 Dubai has attributed to its success as a brand in the
region. As the premier digital and telecommunications partner of Expo 2020
Dubai, Etisalat is prepared to deliver the event's visitors and delegates 5G
connectivity that brings the Expo themes to life for the 25 million expected
visitors.
Several factors have attributed to the success and growth of
Etisalat's brand value mainly driven by an innovative customer service driven
strategy, adapting well to a digital savvy marketplace, leading the 5G
revolution and the successful launch of global brand building initiatives.
Etisalat has also led digital innovation in the country with its overall
strategy focused on 'Driving the Digital Future to empower societies' by
working on several digital initiatives in digital infrastructure, entertainment
and smart cities.
Etisalat has reached out and engaged with its consumers
across markets with global branding initiatives by sponsoring global football
teams and clubs aligning with the brand's priorities of being at the forefront
of major sporting events. Etisalat also launched the new positioning campaign
'Together Matters' to highlight togetherness among its subscribers in today's
world of connectivity.
As part of its digitization efforts for consumers, Etisalat
provided an efficient personalised retail experience by amplifying the roll out
of smart stores in UAE and transforming a brick and mortar retail environment
to a digital experience for customers.
Brand Finance, is the world's leading independent branded
business valuation and strategy consultancy, and is the organization behind the
Global 500 Brands and Telecom 300 league table of the world's biggest brands
ranked by their brand value, assesses the dollar value of the reputation, image
and intellectual property of the brand.
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