Why brand strategy is now a corporate imperative in MENA's financial and tech sectors

In the MENA region, the stakes for corporate and institutional brands have never been higher. Economic diversification, digital transformation and demographic shifts are prompting a new kind of brand strategy—one that goes far beyond visual identity to embed trust, technology, and community at scale. In this post, we explore how MENA’s top-performing firms are rethinking brand strategy and how corporate leaders can benefit.

Rebrand as a value driver, not vanity play

Recent data indicate that rebranding in the MENA financial sector is generating tangible returns.

Riyad Bank’s 2022 refresh delivered a 42% increase in brand value, hitting $1.8 billion, while Mashreq saw a 35% uplift as it repositioned towards a digital-first narrative. These aren’t incidental gains; they correlate with increased market share, customer acquisition and engagement.

This aligns with global studies, which indicate that rebranded banks worldwide grow at a rate of approximately 13.6% CAGR, compared to the industry average of 7.4%. For corporates, this means investing in strategy, not just visual identity, can translate into measurable business outcomes.

Converge brand and technology: the e& case

Telecom giant e& (formerly Etisalat) illustrates the new breed of corporates evolving their brand through strategic partnerships and tech play. By boosting its stake in Vodafone to 15% and acquiring Turkey’s GlassHouse for $60m, e& is recasting its identity from regional telco into a global cloud and enterprise services brand.

This is brand strategy in motion: aligning equity moves and acquisitions under a unified technology-first narrative, supported by changed customer expectations and broader market opportunity.

Community-led brand as a strategic growth enabler

Community engagement—once a peripheral marketing tool—is now at the heart of growth.

MENA brands have launched culturally relevant programmes during the UAE’s Year of Community: co-creation with micro-influencers, knowledge-sharing platforms from financial institutions, and offline events that humanise the brand. These initiatives foster emotional connection and drive measurable loyalty.

For corporates, the community becomes a brand and business platform, enhancing stickiness and creating adaptive feedback loops.

How leaders can act

• View brand as a strategic asset: treat rebranding and messaging as investment decisions, not aesthetic updates; support them with KPIs like NPS, acquisition rates and revenue attribution;

• Activate ecosystem value: invest in equity or partnerships that amplify your value proposition and tell the story of sector evolution—telco to tech, finance to fintech, etc.;

• Design for community participation: build forums—digital or live—where stakeholders co-create, share insights, and evolve products through real-world feedback;

• Use data to measure impact: beyond traditional KPIs, monitor brand sentiment, community engagement, and sales correlation to brand initiatives.

Brand strategy as a long‑term moat

In MENA, brand strategy is no longer a marketing function—it is now a strategic cornerstone.

Financial institutions, telecom groups, and other corporations that adopt a future-facing brand narrative, align equity moves, and engage communities strategically are positioning themselves for a sustainable advantage.

That means moving on from logo-centric refreshes and building integrated brand ecosystems. Because in a region defined by ambition and agility, the brands that win will be the ones that deliver impact across perception, products and people.

Sources:

1. https://www.linkedin.com/pulse/strategic-value-branding-mena-financial-industry-m-dajani-ccxp-hsg0f/

2. https://adgully.me/post/10382/how-mena-brands-can-leverage-community-building-for-success

3. https://en.wikipedia.org/wiki/Etisalat_and