As 2025 comes to an end, it is clear that branding in the GCC is changing. The strongest brands did more than exist in the market. They shaped culture, created conversations, and built meaning through experiences people remembered.
Purpose Became a Real Differentiator
Purpose led branding moved from messaging to action. Consumers across Dubai, Riyadh, and the wider region paid closer attention to brands that backed values with measurable decisions.
ADNOC remained the UAE’s most valuable brand, with a 25 percent increase in brand value reaching US$18.9 billion. Its strength came not only from scale, but from visible commitments to decarbonization, technology, and global expansion. Similarly, e& saw a 701 percent increase in brand value after unifying its telecom and technology services under one identity, repositioning itself as a global technology platform.
These examples reinforce that purpose is no longer optional. It is operational.
Blurred Boundaries Between Industries
Another defining trend of 2025 was industry convergence. Brands across luxury, tech, energy, and lifestyle expanded into adjacent spaces, building ecosystems rather than single offerings.
e&’s expansion into AI and digital services reshaped how audiences perceived the brand. Across the UAE and Saudi Arabia, brands that explored new territories and experiences signaled ambition and relevance beyond traditional category boundaries.
Cultural insight also became non-negotiable. The strongest brands reflected local rhythms, heritage, and identity through design, storytelling, and experience, balancing modernity with familiarity to build trust.
Brands that integrated purpose into operations, explored beyond their core category, and anchored decisions in cultural understanding were the ones that strengthened perception and long-term growth.
At Aimstyle, we partner with brands that want to translate these shifts into sustainable brand systems that evolve with the region rather than react to it.