DUBAI — Identifying the most valuable brands in the region, the inaugural BrandZ Top 30 Most Valuable Emirati and Saudi Brands 2020 ranking was released Tuesday by WPP and Kantar. With a combined value of $50 billion, the ranking includes consumer-facing brands from across a range of categories, from food to energy, which reflect the changing life > Telecom providers and banks contribute 70% ($35 billion) of the combined brand value of the Top 30. Saudi telecom giant, STC is the most valuable brand, worth $9.7 billion, topping the ranking due to its scale and strength, as well as bold new communications initiatives and a strong sense of brand purpose. As well as providing telecom services, it has made efforts to promote opportunities for women, young people and those with disabilities. With its focus on customer experience, Etisalat ($5.2 billion) is the second most valuable brand. The telecoms company focuses on how technology enriches people's lives, communicated through its Together Matters tagline and Smiles loyalty scheme. Al Rajhi Bank ($4.7 billion) and FAB ($3.9 billion) are No. 3 and No. 4, out of the 13 banking brands in the Top 30. Emirates ($3 billion) completes the top five with the highest brand equity of the Top 30 brands. The only airline in the ranking, Emirates has successfully integrated online and offline services for a seamless customer experience, while pioneering sustainable measures. HungerStation (No. 25; $488 million) is the youngest brand in this inaugural ranking and the only life