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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 ��������Ƶ’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 ��������Ƶ, 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.

DAMASCUS: The mother of US journalist Austin Tice, who went missing in Syria in 2012, said on Monday in Damascus that the war-torn country's new leadership was committed to finding him.
Tice was working as a freelance journalist for Agence France-Presse, McClatchy News, The Washington Post, CBS and other media outlets when he was detained at a checkpoint in August 2012.
“I have been privileged to meet with the new leadership of Syria,” Debra Tice told journalists in Damascus, after holding talks with Syria’s new leader Ahmed al-Sharaa.
“It was so wonderful to learn that they are dedicated and determined to bring home my son, and your son,” she added.
She expressed hope the incoming administration of Donald Trump, who takes office as US president later on Monday, will work to bring her son home.
“Today... Trump will be sworn into office and a page will be turned,” she said.
“I have great hope that the Trump administration will be very engaged in diligent work to bring Austin home.
“I look forward to working closely with the team, including National Security Advisor Mike Waltz and Special Presidential Envoy Adam Logan.”
Debra Tice said she was “looking forward” to engaging with the Trump administration.
“His people have already reached out to me,” she said.
“I haven’t experienced that for the last four years, and so I’m very much looking forward to their help and involvement, and I think they’re going to be quick at it.”
Last month, US officials said Syria’s new leadership had assisted in the hunt for Tice, including searches at sites of interest.
“We feel it’s our duty as the US government to press on until we know with certainty what happened to him, where he is and to bring him home,” said Roger Carstens, the US point man on hostages.
He made the remarks during the first visit to Damascus by US officials since Islamist-led forces toppled autocratic Syrian president Bashar al-Assad.