Sri Lanka (Commonwealth Union)_ In its 20th annual review, Brand Finance, the preeminent independent brand valuation consultancy on a global scale, has honored Dialog Axiata PLC with the esteemed accolade of ‘Sri Lanka’s Most Valuable Brand’. This prestigious recognition marks the fifth consecutive year in which Dialog Axiata has achieved this distinction, with a remarkable brand valuation of Rs. 52 billion. Demonstrating unparalleled strength in the Sri Lankan market, Dialog has garnered the coveted AAA+ brand rating, solidifying its status as the foremost brand in the nation. Notably, the company has also clinched the title of ‘Most Valuable Telecommunications Brand’ for an impressive 16 years in a row.
These highly sought-after accolades, in tandem with the distinction of being named the ‘Most Loved Telecommunications Brand’ for an exceptional seventh consecutive year, demonstrate the unshakable trust and confidence vested in Dialog Axiata by a staggering 17 million Sri Lankan individuals. They also serve as a testament to the unwavering commitment of the company towards its overarching mission of enhancing and empowering lives and businesses in Sri Lanka through sustainable digital ecosystems. Remaining steadfast to its brand pledge encapsulated in the phrase “The Future. Today.”, Dialog Axiata stands resolute in its commitment to delivering cutting-edge technology and connectivity that is both inclusive and accessible to all, thus playing a pivotal role in steering the nation toward a thriving digital landscape.
Championing its unwavering ethos centered around ‘Service from the Heart’, the company is resolutely dedicated to delivering unparalleled customer experiences. This commitment is underscored by its comprehensive digital care ecosystem, which encompasses innovations such as the ‘DIA’ virtual assistant, the MyDialog App, and seamless integration with Google Assistant to facilitate voice-based assistance. In its fervent pursuit of positive societal and national impact, Dialog Axiata has spearheaded groundbreaking initiatives, notably the pioneering ‘National Fuel Pass’ solution, developed in collaboration with strategic partners, to alleviate the acute fuel shortage crisis. Moreover, in collaboration with corporate allies, the company extended vital emergency assistance to over 120,000 disadvantaged families across the nation through ‘Manudam Mehewara’, a humanitarian multi-corporate alliance. Further, the launch of ‘Karuna.lk‘, Sri Lanka’s inaugural cause-verified crowdfunding platform, serves as yet another testament to Dialog’s enduring commitment to driving meaningful transformation through technology.
Speaking on this remarkable achievement, Supun Weerasinghe, the Group Chief Executive of Dialog Axiata PLC, expressed gratitude for the unwavering loyalty of over 17 million Sri Lankans and enterprises, emphasizing the company’s continued dedication to harnessing the transformative potential of technology to uplift and enrich lives and businesses within Sri Lanka. He said, “We are grateful for the unwavering loyalty and patronage of over 17 million Sri Lankans and enterprises that helped achieve this recognition. As the most valuable and strongest brand in Sri Lanka, we will continue to leverage the transformative power of technology to empower and enrich Sri Lankan lives and enterprises.”
Ruchi Gunewardene, Chairman of Brand Finance Lanka, commended Dialog’s steadfast position atop their rankings, viewing the brand as a beacon for others to emulate. The brand’s ability to cultivate robust brand strength across multiple key indicators within the telecommunications sector has enabled it to extract the full potential value from the Dialog brand. He said, “We congratulate Dialog for being able to sustain its position at the top of our table. It’s the benchmark brand to be followed by others. Its ability to build brand strength across many indicators we measure in the telecommunications sector enables it to maximize the value of the Dialog brand”.
Brand Finance, a world-renowned independent brand valuation consultancy with a global presence spanning more than 25 countries, including Sri Lanka, bridges the divide between marketing and finance by quantifying the financial value inherent in brands. Employing the Royalty Relief approach, a brand valuation methodology adhering to ISO 10668 standards, Brand Finance calculates brand values within its league tables. This approach entails estimating prospective revenues attributable to a brand by calculating a royalty rate applicable to its use, ultimately yielding a ‘brand value’. This value signifies the net economic benefit a brand owner could attain through the licensing of the brand in the open market.
