Aramco retains MENA’s most valuable brand amid ‘outpacing’ regional growth

Brand Finance CEO David Haigh highlighted Saudia Arabia’s particularly strong performance, saying the Kingdom accounts for $75.5 billion of the region’s total, with five Saudi brands securing places in the top 500. (AFP/File)
Brand Finance CEO David Haigh highlighted Saudia Arabia’s particularly strong performance, saying the Kingdom accounts for $75.5 billion of the region’s total, with five Saudi brands securing places in the top 500. (AFP/File)
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Updated 21 January 2025
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Aramco retains MENA’s most valuable brand amid ‘outpacing’ regional growth

Aramco retains MENA’s most valuable brand amid ‘outpacing’ regional growth
  • The Saudi oil and gas giant was valued at $41.7bn, ranking 38th globally, while stc was ranked the strongest brand in the Middle East
  • Among the rest of the region, e& boasts the fastest-growing brand value globally this year, with an eight-fold increase to $15.3bn

LONDON: Aramco has maintained its position as the Middle East and North Africa’s most valuable brand in the Global 500 2025 report by marketing consultation firm Brand Finance, leading the region amid a period of “outpacing” growth for MENA brands.

The Saudi oil and gas giant was valued at $41.7 billion, ranking 38th globally. However, its growth lagged behind regional counterparts, attributed to falling oil prices driven by a surplus that has persisted since the post-COVID-19 spike and Russia’s invasion of Ukraine.

“Middle Eastern brands continue to make their mark on the global stage, with a combined $127.4 billion brand value contribution to the Brand Finance Global 500 2025 ranking,” said David Haigh, chairman and CEO of Brand Finance.

Haigh highlighted Saudia Arabia’s particularly strong performance, saying the Kingdom accounts for $75.5 billion of the region’s total, with five Saudi brands securing places in the top 500.

Every year, Brand Finance evaluates 5,000 major brands, publishing over 100 reports across diverse sectors and countries. The rankings highlight the top 500 most valuable, and strongest, brands in several categories. Various criteria are used to determine brands rated as the strongest, in a type of credit rating, which is then used to determine the most valuable overall.

One of the other Saudi brands in the list, telecom giant stc, was named the ninth most valuable telecoms brand globally and the strongest brand in the Middle East, with a Brand Strength Index score of 88.7/100 and an AAA rating — marking a slight improvement compared to last year and placing it 66th in the global BSI rankings

Stc’s brand value rose by 16 percent, reaching $16.1 billion in 2025, up from $13.9 billion in 2024. This increase secures its position as the third most valuable brand in the region and the leading telecom brand in the Middle East.

The results of this year’s index are “a reflection of our leadership position and relentless pursuit of innovation and excellence,” commented Vice President of Corporate Relations at stc Group Mohammed R. Abaalkheil, who added that the “recognition pushes the group to think ahead to stay ahead.”

Brand Finance attributed stc’s performance to its successful implementation of the Masterbrand strategy, which has expanded the brand into new sectors such as banking, cybersecurity, and B2B IT services. Strategic M&A initiatives have further bolstered its leadership position regionally and internationally.

Abaalkheil added: “As we continue our journey in alignment with Saudi Arabia’s Vision 2030, we are committed to driving digital transformation and sustainable growth that impacts not just the region, but the world at large.”

Other Saudi brands in the index, including Al-Rajhi Bank, SNB, and SABIC, also made significant strides. These companies climbed 45, 20, and five spots, respectively, in the global rankings, collectively increasing their brand value by nearly $2 billion.

Outside Saudi Arabia, the Abu Dhabi National Oil Co. secured the 105th spot globally, making it the second most valuable MENA brand. ADNOC’s valuation surged 25 percent to $19 billion, the fastest among energy brands, driven by its decarbonization commitments unveiled during the COP28 climate conference in Dubai.

E& (formerly Etisalat) emerged as the world’s fastest-growing brand, with its value soaring eightfold to $15.3 billion, reflecting the success of its three-year rebranding strategy. In comparison, Nvidia has the highest like-for-like growth — 98 percent — making it the second fastest-growing brand value for 2025 thanks to a continued market demand for artificial intelligence chips.

“This year, Middle Eastern brands in the Global 500 ranking achieved a growth rate of 23 percent, more than double that of non-Middle Eastern brands at 11 percent,” said Andrew Campbell, managing director, Brand Finance Middle East. “This underscores the significant progress made by Middle Eastern brands as the region continues to invest in both tangible and intangible assets, committed to diversification beyond the oil and gas sector in the pursuit of global brand recognition.”

Globally, Apple retained its title as the most valuable brand, with its value rising 11 percent to $574.5 billion, despite below-average earnings in the tech sector due to weak Chinese market sales.

TikTok continued its rise, ranking seventh globally, even amid the recent US controversy and temporary bans. Incoming US President Donald Trump delayed the ban for 75 days, allowing TikTok to remain operational in the interim.

In contrast, German automaker Mercedes-Benz was the only brand among the top 25 to lose value, declining by 11 percent due to the sluggish European car market.


Bristling at ‘Gulf of Mexico’ name change on maps, Mexico threatens to sue Google

Bristling at ‘Gulf of Mexico’ name change on maps, Mexico threatens to sue Google
Updated 14 February 2025
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Bristling at ‘Gulf of Mexico’ name change on maps, Mexico threatens to sue Google

Bristling at ‘Gulf of Mexico’ name change on maps, Mexico threatens to sue Google
  • After assuming office as US president, Donald Trump declared that he was changing the name Gulf of Mexico to Gulf of America
  • Mexican President Claudia Sheinbaum said the name Gulf of Mexico dates back to 1607 and is recognized by the United Nations
  • Google has said that it maintains a “long-standing practice of applying name changes when they have been updated in official government sources”

MEXICO CITY: Mexican President Claudia Sheinbaum said Thursday that her government wouldn’t rule out filing a civil lawsuit against Google if it maintains its stance of calling the stretch of sea between northeastern Mexico and the southeastern United States the “Gulf of America.”
The area, long named the Gulf of Mexico across the the world, has gained a geopolitical spotlight after President Donald Trump declared he would change the Gulf’s name.
Sheinbaum, in her morning news conference, said the president’s decree is restricted to the “continental shelf of the United States” because Mexico still controls much of the Gulf. “We have sovereignty over our continental shelf,” she said.
Sheinbaum said that despite the fact that her government sent a letter to Google saying that the company was “wrong” and that “the entire Gulf of Mexico cannot be called the Gulf of America,” the company has insisted on maintaining the nomenclature.
It was not immediately clear where such a suit would be filed.
Google reported last month on its X account, formerly Twitter, that it maintains a “long-standing practice of applying name changes when they have been updated in official government sources.”
As of Thursday, how the Gulf appeared on Google Maps was dependent on the user’s location and other data. If the user is in the United States, the body of water appeared as Gulf of America. If the user was physically in Mexico, it would appear as the Gulf of Mexico. In many other countries across the world it appears as “Gulf of Mexico (Gulf of America).”
Sheinbaum has repeatedly defended the name Gulf of Mexico, saying its use dates to 1607 and is recognized by the United Nations.
She has also mentioned that, according to the constitution of Apatzingán, the antecedent to Mexico’s first constitution, the North American territory was previously identified as “Mexican America”. Sheinbaum has used the example to poke fun at Trump and underscore the international implications of changing the Gulf’s name.
In that sense, Sheinbaum said on Thursday that the Mexican government would ask Google to make “Mexican America” pop up on the map when searched.
This is not the first time Mexicans and Americans have disagreed on the names of key geographic areas, such as the border river between Texas and the Mexican states of Chihuahua, Coahuila, Nuevo León and Tamaulipas. Mexico calls it Rio Bravo and for the United States it is the Rio Grande.
This week, the White House barred Associated Press reporters from several events, including some in the Oval Office, saying it was because of the news agency’s policy on the name. AP is using “Gulf of Mexico” but also acknowledging Trump’s renaming of it as well, to ensure that names of geographical features are recognizable around the world.

 


124 journalists killed, most by Israel, in deadliest year for reporters

124 journalists killed, most by Israel, in deadliest year for reporters
Updated 13 February 2025
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124 journalists killed, most by Israel, in deadliest year for reporters

124 journalists killed, most by Israel, in deadliest year for reporters
  • The uptick in killings marks a 22 percent increase over 2023
  • Journalists murdered across 18 different countries, including Palestine's Gaza, Sudan and Pakistan

NEW YORK: Last year was the deadliest for journalists in recent history, with at least 124 reporters killed — and Israel responsible for nearly 70 percent of that total, the Committee to Protect Journalists reported Wednesday.
The uptick in killings, which marks a 22 percent increase over 2023, reflects “surging levels of international conflict, political unrest and criminality worldwide,” the CPJ said.
It was the deadliest year for reporters and media workers since CPJ began keeping records more than three decades ago, with journalists murdered across 18 different countries, it said.
A total of 85 journalists died in the Israeli-Hamas war, “all at the hands of the Israeli military,” the CPJ said, adding that 82 of them were Palestinians.
Sudan and Pakistan recorded the second highest number of journalists and media workers killed, with six each.
In Mexico, which has a reputation as one of the most dangerous countries for reporters, five were killed, with CPJ reporting it had found “persistent flaws” in Mexico’s mechanisms for protecting journalists.
And in Haiti, where two reporters were murdered, widespread violence and political instability have sown so much chaos that “gangs now openly claim responsibility for journalist killings,” the report said.
Other deaths took place in countries such as Myanmar, Mozambique, India and Iraq.
“Today is the most dangerous time to be a journalist in CPJ’s history,” said the group’s CEO Jodie Ginsberg.
“The war in Gaza is unprecedented in its impact on journalists and demonstrates a major deterioration in global norms on protecting journalists,” she said.
CPJ, which has kept records on journalist killings since 1992, said that 24 of the reporters were deliberately killed because of their work in 2024.
Freelancers, the report said, were among the most vulnerable because of their lack of resources, and accounted for 43 of the killings in 2024.
The year 2025 is not looking more promising, with six journalists already killed in the first weeks of the year, CPJ said.


Roblox CEO announces Arabic version at World Governments Summit

Roblox CEO announces Arabic version at World Governments Summit
Updated 12 February 2025
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Roblox CEO announces Arabic version at World Governments Summit

Roblox CEO announces Arabic version at World Governments Summit

DUBAI: Roblox CEO David Baszucki announced an Arabic version of the hit game platform during the World Governments Summit on Wednesday.

Baszucki said that the new feature enabled Arabic-speaking creators to reach audiences instantly all over the world.

Through the move, everything on the platform will be available in Arabic.

“Today, we launched worldwide in Arabic, everything on Roblox: Roblox Studio, the Roblox app, automatic translation. Anyone who’s building a Roblox experience in Arabic, it will automatically translate into languages around the world,” he said.

Roblox, an online game platform and game creation system, has more than 88.9 million daily active users.

Many brands use the platform to promote their products, from cosmetics to high-end luxury goods.

“Brands are using our platforms to build 3D experiences to help promote their brands — everything from e.l.f. Beauty to Lamborghini,” he added.

“We have been growing consistently for 18 years now, over 20 percent year on year.”

In the past, the gaming platform faced criticism over safety concerns regarding children on the platform. In 2018, it was banned for several years in the UAE for exposing children to swearing, violence and sexually explicit content.

Baszucki said that child safety is a major concern for the company and that Roblox is utilizing AI technology to ensure a safe gaming experience for users.

“AI is getting so good and evolving so quickly. We have over 200 AI systems on Roblox. We are clear that we are looking at everything on the platform for safety and stability. We are so into the notion of online safety — it’s a top priority,” he said.


Traditional and digital media should not be at ‘war,’ says social media star Anas Bukhash

Traditional and digital media should not be at ‘war,’ says social media star Anas Bukhash
Updated 12 February 2025
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Traditional and digital media should not be at ‘war,’ says social media star Anas Bukhash

Traditional and digital media should not be at ‘war,’ says social media star Anas Bukhash

DUBAI: Traditional and digital media should not be at war, social media star, podcast host and entrepreneur Anas Bukhash has told the World Governments Summit in Dubai.

During a session called “How to build a social media empire in Dubai” he explained: “I think it (traditional and digital media) should be a marriage and a good marriage, not a miserable marriage. If you have a good marriage … and they talk to each other nicely, it’s the most powerful combination rather than having either-or.”

He added he established his social media success by being consistent.

“I think a lot of things have to align, considering your consistency, your effort, your skill. All of it has to come together for you to be successful. And we've been doing it for ... we haven’t missed a Tuesday I think in like five years or six,” he said.

With more than 2 million subscribers, Bukhash’s show, AB Talks, is one of the most popular channels in the Arab world.

“When I presented my concept to some social media platforms, when I wanted to start back in 2014, everybody told me not to do it. Every platform told me nobody would watch it. It’s too long. Because at the time no Arabic interviews were long form,” he explained.

Bukhash said he valued longevity over virality in all his projects.

“Every startup I’ve done, I just do it well and I do it consistently and then suddenly it blows up. And I think people respect that more than somebody who just got viral because of one interview or one clip,” he added.

After studying mechanical engineering, Bukhash decided he wanted to branch out into other areas. He says he enjoys wearing many different hats rather than being stuck on one path.

“I’ve always looked at things and thought, how can I make it better or solve a problem for people? It’s funny how a mechanical engineer has an interview show, a hair salon, a cafe, a social media agency. But that’s the beauty of us as people. I always say, how can you sell something if you don’t believe it? You have to believe it,” he said.

“God made you so multi-dimensional. You just made yourself one dimension, but you were never born in one dimension. I love the fact that I can be one example of someone who can do a few things although I study something irrelevant.”

Bukhash said social media could be a powerful tool to help with storytelling and show people what was happening around the world — especially in recent times.

“In the US, young people have seen the tragedy and the conflict in Gaza in a way they were never able to see several years ago … You don’t have to be from a certain country to see what happens in Gaza, what happens in Lebanon, what happens in so many countries. You just have to be human to know that something is off,” he said.


Arab News takes eight accolades at European Newspaper Awards

Arab News takes eight accolades at European Newspaper Awards
Updated 12 February 2025
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Arab News takes eight accolades at European Newspaper Awards

Arab News takes eight accolades at European Newspaper Awards
  • One of the world’s largest newspaper design contests, ENA attracted more than 3,000 entries in 20 categories

LONDON: Arab News won eight accolades at the 2025 European Newspaper Awards, bringing the newspaper’s total to 153 awards since it was relaunched in 2018.

Marking its 50th anniversary this year, the newspaper received Awards of Excellence for page design and illustrations, including recognition for cover pages and special coverage.

Arab News secured three awards in the “Sectional Front Pages — Nationwide Newspaper” category for its “Spotlight — 2023 in Review” series, which provided in-depth analysis of key regional affairs and events from the past year.

The Riyadh-based publication was also recognized in the “Cover and Cover Story — Nationwide Newspapers” category for its 2024 Saudi National Day special edition, which highlighted the Kingdom’s bid to host the 2034 FIFA World Cup.

Another win came in the “News Pages — Environmental Protection” category for a feature on the Arabian leopard and Saudi Arabia’s conservation efforts, while the special edition dedicated to the Saudi Olympic team at Paris 2024 also received an award.

In the Illustration category, the newspaper won an award of excellence for artwork depicting a raised fist in black-and-white keffiyeh motifs, designed for an opinion piece on the Palestinian struggle after the Oct. 7 attack.

Arab News also won in the “Special Pages” category for its Roshn Saudi Pro League season-opening coverage.

Launched in 1999, the European Newspaper Awards, organized by Norbert Kupper, celebrates innovation in print and digital journalism, encouraging the exchange of creative ideas in the media industry.

The 26th edition of the competition featured newspapers from 22 countries, with more than 3,000 entries in 20 categories, making it one of the world’s largest newspaper design contests.

This year’s participants included prominent publications such as Germany’s Frankfurter Allgemeine Sonntagszeitung, the UK’s Sunday Times, and Spain’s El Periodico.

Previous award-winning projects include the “Riyadh Expo 2030” campaign, the investigative series “The Kingdom vs. Captagon,” and the special edition for the FIFA Qatar World Cup 2022.

For more information about Arab News and its award-winning projects, visit arabnews.com/greatesthits.