Abu Dhabi’s global telecom giant e& has witnessed remarkable brand value growth this year, securing the title of the “World’s Fastest Growing Brand” according to Brand Finance in their Global 500 Brand 2025 report, which was released during the World Economic Forum (WEF) 2025 in Davos.
This accolade signifies an eight-fold surge in brand value compared to the previous year, reaching a brand value of $15.3 billion for e& as an independent entity.
A three-year transformation journey
This achievement is the result of a comprehensive three-year transformation journey, during which e& unified its historic “Etisalat” brand under a single, cohesive identity.
The notable enhancement of e&’s brand portfolio and investment value in the 2025 report was propelled by investments and portfolio growth exceeding $20 billion. This includes significant stakes in PTCL (Pakistan), Mobily (Saudi Arabia), and a controlling interest (50 percent plus one economic share) in the service and infrastructure segments of PPF Telecom Group.
Solid growth and brand strength
Moreover, this growth was driven by the integration of the historic Etisalat brand and an organic year-on-year growth rate for e& of 13 percent on a consolidated basis. e& also earned a Brand Strength Index (BSI) rating of AAA, achieving a score of 84.6 out of 100.
The e& brand, launched as part of the group’s strategic evolution, embodies a forward-thinking vision that goes beyond conventional telecommunications. Although relatively new, it has swiftly positioned itself as a technology leader, comprising five distinct business verticals that drive its growth and innovation.
Enhanced brand portfolio
In last year’s Brand Finance Global 500 report, both the e& and ‘etisalat by e&’ brands were ranked, with the latter now fully integrated into e&, thereby significantly enhancing its standing and overall brand portfolio value in the rankings, which skyrocketed by 700 percent year-on-year.
With a commitment to empowering individuals, businesses, and communities across 38 countries, e& has cultivated a robust ecosystem aimed at inspiring growth, promoting innovation, and generating opportunities for a more connected, promising future.
Global recognition and accolades
e& is also recognized among the Top 10 Most Valuable Telecom Brands globally, as indicated in the Global 500 Brand 2025 report. The company has consistently garnered accolades in its home market, including recognition from Kantar BrandZ, which named it the most valuable brand in the UAE in November 2024.
The Global 500 2025 report once again honored Hatem Dowidar as the “Telecom Guardian of the Year” for the third consecutive year. In the 2025 rankings, he achieved an overall position of 39th and claimed the top spot in the telecom sector.
