Dialog Axiata Awarded Sri Lanka’s Most Valuable Brand by Brand Finance for the Third Consecutive Year

Dialog Axiata PLC, Sri Lanka’s premier connectivity provider, had the distinction of being awarded the title ‘Sri Lanka’s Most Valuable Brand’ for the third consecutive year by Brand Finance, the world’s leading independent brand valuation consultancy, at the 18th edition of its annual review. With a brand value of Rs. 53.9Bn, Dialog also retained its brand rating of AAA for the seventh consecutive year and the title of ‘Most Valuable Telecommunications Brand’ for the 14th consecutive year, reaffirming the brand’s ethos of empowering and enriching Sri Lankan lives and enterprises. Furthermore, reflecting the profound impression that the Dialog brand has made in the hearts and minds of Sri Lankans, Dialog was recognised as the ‘Most Loved Telecommunication Brand’.

At the heart of Dialog’s brand strength is its unwavering commitment and passion in empowering and enriching Sri Lankan lives and enterprises over the past 25 years, using its scale and brand voice to raise the bar and deliver solutions that create lasting positive change in our communities. These accolades reflect the trust and confidence placed in the brand by over 16 million Sri Lankans and the values that it represents.

This achievement in the Brand Finance league table also recognises Dialog’s unwavering efforts in supporting its customers, colleagues, communities and the country to navigate the challenges posed by the COVID-19 pandemic. During this unprecedented time, Dialog rolled out a multitude of initiatives to support the national healthcare infrastructure and accelerated the development of technology solutions to address some of the biggest challenges posed by the pandemic. With online conveniences becoming daily necessities, the company evolved to meet the ever-increasing needs of Sri Lankans and enterprises and developed innovative digital offerings to ensure continued work and learn productivity.

Ruchi Gunewardene, Managing Director of Brand Finance Lanka (pvt) Ltd. acknowledging this achievement commented, "The reason for Dialog to retain its position as the most valuable brand in Sri Lanka is that Dialog is also the strongest brand on the table, and has been so for many years. This has considerably helped Dialog create value, especially during these turbulent times when customers are looking for brands they can trust and rely on."

Commenting, Supun Weerasinghe, Group Chief Executive of Dialog Axiata PLC said, “We are honoured to be awarded the highly coveted title of ‘Sri Lanka’s Most Valuable Brand’ for the 3rd year running and the ‘Most Valuable Telecommunications Brand’ for the 14th consecutive year. As we celebrate 25 years of envisioning the future, we are grateful to our customers, who are our greatest strength and inspiration. These recognitions are a testament to the ongoing confidence our customers have placed in us and is a reflection of their experience with us as their trusted digital companion. The strength of our brand stems from our passion to deliver ‘Service from the Heart’ and our commitment to creating ‘The Future. Today’. We will continue to develop solutions with a social purpose and invest in the right resources during this new normal to empower Sri Lanka’s transformation into a digital nation”.

Brand Finance is the world’s leading independent brand valuation consultancy, with offices in over 20 countries including Sri Lanka. Brand Finance bridges the gap between marketing and finance by quantifying the financial value of brands. Brand Finance calculates the values of the brands in its league tables using the Royalty Relief approach – a brand valuation methodology compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.