London-based valuation consultants Brand Finance have recently published its 2025 Middle East 150 report, detailing the 150 top performing brands across the region. The consultancy’s report (pdf) showcases impressive brand value growth across the MENA region, with Saudi Arabia and the UAE — at a combined value of USD 112.4 bn and USD 86.0 bn respectively — dominating the field in 2025.

The breakdown: According to another UAE and KSA-focussed report from the consultancy, oil, banking, gas, and telecommunications are the dominant sectors to which the Kingdom owes its growth. In the UAE, diversification efforts have paid off, with green energy, artificial intelligence, and overall digital transformation having accelerated the country’s GDP. Both form a combined 81% of the region’s total brand value, playing a pivotal role in driving growth across the entirety of the region.

Reigning as MENA champion for the sixth year in a row is Aramco. Aramco — valued at USD 41.7 bn — finds itself in the top spot for yet another year as the region’s most valuable brand. Coming in hot on its heels is Adnoc. The Abu Dhabi National Oil Company has also managed to maintain its position as the second most valuable MENA brand for the sixth year in a row, but upped its brand value by 25% to USD 19.0 bn. STC holds strong in third, with the telecom company’s brand value reaching USD 16.1 bn — a 16% increase from 2024, according to the report.

The dark horse of 2025’s race is e& — coming in fourth place with a whopping 701% increase in brand value since 2024. Valued by BF at USD 15.3 bn, the Abu Dhabi-headquartered telecom provider proved itself the fastest growing brand both regionally and globally in 2025. This growth is owed to Etisalat and e&’s merger, as per Brand Finance. In another first, Riyadh-based Roshn Group made its way to the Middle East 150 report, securing a spot in the top 40 MENA brands. The report notes that the real estate group is one to watch, given its relatively-recent inception in 2020 by the Saudi Public Investment Fund — and its sizable contributions to the Kingdom’s 2030 vision.

So, where did Om El Donya’s brands rank? Egypt’s top brands were found to be valued at a total of USD 3.3 bn according to Brand Finance — a growth largely owed to the banking sector and tobacco. The National Bank of Egypt comes in first place as Egypt’s top performing brand, and 56th in MENA, valued at USD 717 mn — up 9% from 2024. This means NBE has managed to maintain its position for the third year in a row. The consultancy attributes this consistency to the bank’s higher interest rates, high-yield savings products, and its focus on digital services and client convenience.

Who else is on the list? Following NBE are El Sewedy Electric at second locally and 73rd regionally, Nakhla at third and 77th, Banque Misr at fourth and 78th, CIB at fifth and 88th — maintaining its 2024 position as Egypt’s strongest brand at a brand valuation of USD 351 mn, not to be confused with NBE’s accolade as Egypt’s most valuable brand —, Eastern Company at sixth and 91st, Telecom Egypt at seventh and 101st, and Orascom Construction at eighth and 139th.

The tobacco sector is smoking (pun intended). Egypt’s fastest growing brand appears to be tobacco manufacturer Nakhla, valued at USD 418 mn, up 32% from 2024. The report attributes this growth to “a constantly expanding global hookah tobacco market” both locally and globally — an expansion Nakhla doubled down on by increasing its exports.

“The growth we’re seeing among Egypt’s top brands this year really shows how the game is changing. It’s not just about strong numbers anymore – it’s about having a clear direction, staying flexible, and genuinely connecting with people. The brands that are listening, adapting, and staying relevant are the ones coming out on top,” Brand Finance Middle East Managing Director Andrew Campbell commented.

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