Yas, the unified pan-African brand of AXIAN Telecom, has been named a 2026 ‘Brand to Watch’ in the global telecoms sector, following its debut in this year’s Brand Finance Telecoms ranking.

Launched in November 2024 when AXIAN Telecom united multiple market-leading brands under one pan-African brand powerhouse, Yas enters the 2026 Telecoms most valuable brands ranking with a brand value of USD 277 million.

Yas also ranks among the Top 20 strongest brands in the report a powerful reflection of its growing leadership, strengthened competitiveness and a commitment to unlocking Africa’s digital possibilities – achieving a Brand Strength Index (BSI) score of 84.8 out of 100 and ranking 19th globally for brand strength.

This milestone underscores Yas’ ambition to become Africa’s trusted ally and empower progress across its markets.

Yas’s strong debut reflects AXIAN Telecom’s continued investment in network expansion, digital innovation, and inclusive connectivity. It also signals growing international recognition of the Group’s ambition to unlock Africa’s digital potential and accelerate long-term transformation through technology.

Hassan Jaber, CEO of AXIAN Telecom, said: “This recognition reflects the strength of our strategy and the momentum behind Yas as a unified brand. In just one year, we have built a brand that resonates across markets and supports our ambition to expand digital access, drive innovation and create meaningful impact. We remain committed to investing in excellence and ensuring that connectivity continues to power opportunities across Africa.”

Oliver Schmitz, Managing Director, Brand Finance Africa commented: “Yas stands out as one of the most effective large-scale rebranding initiatives we have observed in the telecoms sector. What is particularly impressive is not simply the creation of a new pan-African brand, but the disciplined and deliberate transfer of equity from strong local legacy brands into Yas without erosion of trust or relevance. Our research shows that AXIAN Telecom successfully carried forward the most valuable attributes of its legacy brands reliability, value and market relevance while establishing Yas as a cohesive, future-ready brand with regional scale. This is reflected in Yas’s strong debut in our 2026 rankings and its position among the world’s strongest telecom brands. Yas demonstrates that when rebranding is anchored in strategy, execution and customer insight, it can unlock significant brand value and competitive advantage across multiple markets simultaneously.”

To access the full report, please visit: https://brandirectory.com/telecoms  

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