UAE companies are rising in global brand rankings, demonstrating their outstanding performance on the world stage. A new report from Brand Finance, global brand valuation consultancy, underlines the UAE’s global leadership, with local companies performing remarkably in the Global 500 report. e& achieved extraordinary growth, earning the title of the “fastest-growing brand in the world.” Its brand value surged eightfold compared to last year, exceeding $20 billion in 2025. Furthermore, e& is now among the top 10 most valuable telecommunications brands worldwide.
This announcement was made during a session hosted by the UAE Pavilion at the Annual Meeting 2025 of The World Economic Forum (WEF) 2025 in Davos, Switzerland, from January 20 to 24.
Read more: e& crowned world’s fastest growing brand as valuation reaches $15.3 billion
ADNOC’s continued dominance
Abu Dhabi National Oil Company (ADNOC) has secured its position as the UAE’s most valuable brand for the seventh consecutive year, with a brand value of $18.9 billion in 2025, marking a 25 percent increase from the previous year and over 300 percent growth since 2017, making it the second most valuable brand in the Middle East.
Emirates Airlines leads in aviation
Emirates Airlines continues to demonstrate leadership in the international aviation sector, with a brand value increase of 26.5 percent, reaching $8.365 billion in 2025.
Apple tops global brand rankings
The research showed that Apple has once again claimed the title of the world’s most valuable brand, with a valuation of $574.5 billion for 2025. This keeps Apple ahead of its nearest competitor, Microsoft, valued at $461 billion. Aside from a brief moment in 2023 when Apple lagged behind Amazon by a mere 1 percent, it has maintained the top position since 2021.
Technology brands dominate the top five
Brand Finance’s Global 500 report for 2025 further highlights that technology brands dominate the top five most valuable brands globally:
- Apple: Brand value of $574.5 billion, rising 11 percent from 2024.
- Microsoft: Brand value of $461.1 billion, up 35 percent.
- Google: Brand value of $413.0 billion, increasing by 24 percent.
- Amazon: Brand value of $356.4 billion, a 15 percent growth.
- Walmart: Brand value of $137.2 billion, up 42 percent.
Emerging brands on the rise
Brand Finance’s analysis also identified brands that have experienced substantial growth since 2020. While technology remains a high-growth sector, the data reveals a broader landscape of emerging brands:
- TikTok/Douyin: Brand value of $105.8 billion, up from $59.0 billion (in 2022).
- DraftKings: Brand value of $5.1 billion, significantly up from $18 million in 2020.
- Fanduel: Brand value of $7.0 billion, rising from $56 million in 2020.
- NVIDIA: Brand value of $87.9 billion, up from $4.7 billion in 2020.
- AMD: Brand value of $11.0 billion, increasing from $1.4 billion in 2020.
- Pinduoduo: Brand value of $13.0 billion, up from $2.5 billion in 2020.
- BYD: Brand value of $14.0 billion, rising from $3.1 billion in 2020.
- Apple: Brand value of $574.5 billion, up from $140.5 billion in 2020.
- TSMC: Brand value of $34.2 billion, increasing from $8.6 billion in 2020.
- Microsoft: Brand value of $461.1 billion, up from $117.1 billion in 2020.
- Lilly: Brand value of $8.0 billion, rising from $2.1 billion in 2020.
Capitalizing on new trends
As the gaming sector flourishes with the legalization of online gambling in the U.S., brands like DraftKings and Fanduel are capitalizing on this trend. Meanwhile, semiconductor companies NVIDIA, AMD, and TSMC are advancing new technologies, with tech giants Apple and Microsoft continuing to innovate and dominate the market. E-commerce brand Pinduoduo is merging social networking with online shopping, while electric vehicle maker BYD and pharmaceutical brand Lilly are adapting to modern consumer demands.
David Haigh, chairman and CEO of Brand Finance, remarked, “Our analysis shows that sustained brand growth isn’t exclusive to technology companies. It also highlights a significant trend: Chinese brands like TikTok, Pinduoduo, and BYD are creating value and challenging established leaders. As China refines its brand-building strategies, we anticipate more Chinese companies entering the global marketplace in 2025.”
Organic growth trends
Despite varied paths to growth, the overall trajectory for these brands over the past five years has been organic. Interestingly, none of the ten brands with the most significant value growth are from the media sector, which has seen a remarkable 125 percent increase, reflecting the transformation of media brands into essential daily tools worldwide.
Moreover, Google, the world’s third most valuable brand, experienced a 24 percent increase in brand value to $413 billion, thanks to ongoing investments in AI that promote its innovative reputation and consumer trust. Amazon, with a 15 percent increase to $356.4 billion, continues to leverage AI across its operations, enhancing its customer-centric approach.
For the second year in a row, WeChat is recognized as the world’s strongest brand, boasting a Brand Strength Index (BSI) score of 95.2 out of 100 and an AAA+ brand strength rating, driven by its comprehensive ecosystem and seamless integration capabilities.
e& stands out as the fastest-growing brand globally, with an eightfold increase in brand value to $15.3 billion, concluding a three-year rebranding effort from Etisalat to e&, facilitating international expansion.
Economic outlook for 2025
Looking ahead, global economic growth is projected to remain stagnant at 2.8 percent in 2025, reflecting the trends of 2024 and falling short of the pre-pandemic average of 3.2 percent, according to United Nations forecasts. In contrast, the world’s 500 most valuable brands are thriving, with their total value rising 10 percent year-on-year, from $8.6 trillion in 2024 to nearly $9.5 trillion in 2025.
Among the 193 American brands in the ranking, Apple leads, contributing over half of the total brand value. China and Germany follow, with 69 and 27 brands, respectively, accounting for 15 percent and 6 percent of total brand value. The banking sector leads with 79 brands representing 13 percent, closely followed by retail with 45 brands at 11 percent. Media ranks third, with 23 brands comprising 10 percent.
