DP world is nation’s fastest growing brand valued at $1.1 billion
Abu Dhabi National Oil Company (ADNOC) has claimed the title of the UAE’s most valuable brand, according to the latest report by Brand Finance – the world’s leading brand valuation consultancy.
ADNOC has managed to successfully shelter its brand value during an incredibly challenging year for its industry, with only a 6% brand value loss to $10.8 billion, making it the most resilient of all National Oil Companies globally.
ADNOC’s transformation since 2016 has taken the brand from strength to strength. Under the astute leadership of Managing Director and Group CEO H.E. Dr. Sultan Ahmed Al Jaber, ADNOC has evolved into a trusted global player with one brand and one strategic vision at its core.
It has attracted some of the world’s leading institutional investors as partners across its business and has raised more than $64 billion through such transactions since the start of its transformation.
Due to ADNOC’s competitive advantage in cost and carbon efficiency per barrel of oil produced, it is a likely contender to be “the last barrel standing” in the ongoing transition to a low carbon economy.
ADNOC is actively investing in diversifying its portfolio beyond raw commodity exports with recently announced efforts in hydrogen, ammonia and other value-add Downstream products.
To date, the Group has invested in a number of measures to reduce its carbon footprint, notably through a significant expansion of carbon, capture and storage (CCS) technology across its business.
ADNOC once again is set to raise the profile of Abu Dhabi and the GCC through the launch of the highly anticipated futures exchange for Murban crude.
Andrew Campbell, Managing Director, Brand Finance Middle East, commented: “ADNOC has been the principal enabler of the UAE and Abu Dhabi success story since its inception just under 50 years ago.
"Since taking the helm, Managing Director and Group CEO H.E. Dr. Sultan Ahmed Al Jaber has successfully transformed the company into a leaner, more efficient and internationally competitive energy producer.
"Today, ADNOC plays a critical role driving local industry growth, supporting Abu Dhabi’s soft power position globally and advancing the UAE’s sustainable economic development goals.”
DP World is the fastest growing brand in the Brand Finance UAE 25 2021 ranking,, up 17% to US$1.1 billion.
The logistics giant recorded solid growth last year, as the brand celebrated strong performances in key markets including, India, the UK, the Netherlands, Belgium, and Egypt.
Already operating an interconnected global network of 128 business units in 60 countries across six continents, DP World continues to set its sights on extending its global reach, with expansion plans underway at several of its terminals to increase capacity.
The container industry in general has showcased itself to be resilient to the pandemic turmoil, with the meteoric rise in e-commerce maintaining demand.
Apart from calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.
Certified by ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 50,000 respondents in nearly 30 countries and across more than 20 sectors.
According to these criteria, Etisalat has been crowned the UAE’s strongest brand for the first time, overtaking Emirates.
Thanks to its strategy over the last few years and its recent achievement of becoming the fastest network on the planet, the brand was in a position to respond immediately to the 'new normal' of the pandemic.
Despite relinquishing the top spot, Emirates is still one of the UAE’s strongest brands (BSI score 80.5 out of 100), with genuinely global appeal.
It is no surprise that its Reputation score (7.9/10) is the highest for airlines in its home market, but it’s all the more impressive that it holds this ranking in a number of other markets - including, Germany, Canada, India, UK - in a sector where local brands are often favoured.
As with all banking brands globally, Emirati banks have struggled to maintain brand value as profits and interest rates take a hit.
However, leading the pack in the sector is Emirates NBD which sits in 4th position in the ranking.