UAE telecom major du said its brand positioning moved five notches up to become the 20th strongest in the latest global telco 150 ranking, with an increase in its brand value climbing to over $3 billion from $2.47 billion in the previous year.
The company said the latest rankings also confirmed its status as the fastest riser in brand value rank across the Middle East.
This achievement is underscored by a stellar brand strength rating of AAA-, with a Brand Strength Index (BSI) of 83.2, the company said in a media release.
“The interplay between brand investment, performance, and equity has propelled du into a leadership position, showcasing superior customer service, excellent coverage, and best value for money,” it added.
Fahad Al Hassawi, Chief Executive Officer of du, said the milestone highlights the company’s commitment to excellence and innovation, reflecting its efforts to enhance the network infrastructure, refine customer experience and embrace digital transformation.
“du has demonstrated an unmatched ability to close the gap with its competitors significantly over the last four years, thanks largely to its enhanced customer service and network metrics and a combination of innovation and strategic growth initiatives,” he said.
The company said its strategic focus on brand investment, performance, and equity is reflected in its BSI components, which play a crucial role in the brand’s valuation and market position.
The BSI is based on brand investment and brand performance each accounting for 25 per cent of the index, while brand equity represents a significant 50 per cent.
du said year-over-year, it has made significant strides in enhancing customer experience and service delivery with improvements in customer service, coverage quality, ease of interaction, and value proposition.
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