The UAE’s telecommunications provider, e&, has been recognized as the fastest-growing brand in the world, with its brand value skyrocketing to $15.3 billion. This remarkable increase places e& among the top ten most valuable telecom brands globally. The news comes from Brand Finance’s latest report released on Tuesday, highlighting the company’s impressive transformation during its three-year rebranding process from Etisalat to e&.

In addition to e&, the energy giant Adnoc has also made significant strides, becoming the fastest-growing energy brand in the Global 500. Adnoc’s brand value rose by 25 percent to reach $19 billion, solidifying its position as the Middle East’s second most valuable brand. The report emphasizes that while e& experienced an eight-fold increase in brand value, the like-for-like growth stands at 13 percent when compared to the combined brand value of 2024.

Brand Finance’s CEO, David Haigh, commented on the regional landscape, noting that all nine Middle Eastern brands in the Global 500 are witnessing growth in brand value. Collectively, these brands contribute $127.4 billion, with Saudi Arabia leading the region at $75.5 billion. Telecom and banking giants from the region, including stc, e&, QNB, Al-Rajhi Bank, and SNB, are playing a vital role in this growth, indicating the rising influence and competitiveness of Middle Eastern brands on a global scale.

Meanwhile, Apple retains its title as the world’s most valuable brand, with a brand value that has climbed 11 percent to $574.5 billion. Microsoft follows closely, with its brand value increasing by 35 percent to $461 billion. The overall trend signifies a robust performance for brands in the Middle East and beyond, reflecting a positive outlook for future growth and recognition.