Excluding financial indicators, Zain was ranked the second most powerful home-grown brand in the region behind Emirates, the UAE based airliner, by London-based Brand Finance, a major valuation and strategy consultancy.

The valuation of Zain’s brand for 2017 was calculated at $2.34 billion, a 9 per cent increase on its 2016 valuation, the telecom firm said.

As part of its overall assessment of brand value, Brand Finance looks at two key factors. The first is revenues (both historic and forecasted) and second is the strength and familiarity of each brand. On this latter factor, Brand Finance looks at aspects such as marketing investment, preference, sustainability and margins. By stripping out the effect of revenues, it is possible to get an even clearer picture of what the brand power brings to the overall business and the effective it has on the success of its team’s customer-focused efforts, it said.

Zain has been a recipient of numerous regional and global awards since the introduction of its inspiring brand in 2007. This year’s high ranking and increase in valuation has been driven by the tangible developments occurring within the company, where talent development and customer-centric programs, heavy investment in network upgrades, and technology innovation is impacting customer experience positively.

Additionally, Zain’s Corporate Sustainability programs and eye-catching marketing and widespread social media campaigns have captured the imagination of the whole region.

Bader Nasser Al Kharafi, Zain Group vice-chairman and Group CEO, said, “This accolade of being the second most powerful home-brand in the Middle East is a credit to the enthusiasm of all our employees, who we fondly refer to as Zainers, and our loyal customers, who are part and parcel of the brand and our greatest ambassadors. We value our brand dearly, and all that it represents with respect to empowering and improving the lives of customers and communities we serve. We shall continue to work hard together with all our various stakeholders to ensure this acknowledgment is reflected across all our activities.”

Brand Finance’s Middle East managing director Andrew Campbell said: “Zain flies the flag for Kuwait, firmly placing the country not only on the world telecom map, but also across its footprint as one of the most powerful brands in the region.”

The company’s marketing campaigns across the region on various media channels have captured the hearts and minds of millions of people across the Arab World and further afield. Zain’s Ramadan 2016 TVC had a remarkable 12.5 million views on YouTube, with the company’s Ramadan EID 2016 TVC also attaining 22 million views to date, both relevant and indicative factors of the brand power of Zain.

Today, Zain Group and its eight mobile operations now boast more than 8.3 million friends on Facebook, 5.7 million followers on Twitter, and 1.1 million followers on Instagram. Over the past four years, Zain Group’s and all mobile operations’ numerous YouTube channels across the region have had more than 200 million views. – TradeArabia News Service