The UAE ranks among the most powerful brands in the world
The UAE has challenged the Western status quo to be ranked among the most powerful national brands in the world.
This year, Brand Finance ranks the UAE 11th in its global brand strength index - outperforming the United Kingdom and the United States.
The United Arab Emirates also rose three points from last year, after a 2.5 point increase in the Brand Strength Index (BSI) to 79.1 from 100.
Separate metrics showed a rise in the country's economic ranking and financial value.
The UAE has challenged the Western status quo to be ranked among the most powerful national brands in the world.
This year, Brand Finance ranks the UAE 11th in its global brand strength index - outperforming the United Kingdom and the United States.
The United Arab Emirates also rose three points from last year, after a 2.5 point increase in the Brand Strength Index (BSI) to 79.1 from 100.
Separate metrics showed a rise in the country's economic ranking and financial value.
Mohammed Al Gergawi, Minister of Cabinet Affairs, said: "The rise in the economic value of the UAE national brand from the eighteenth to the seventeenth position this year is a clear indication of the country's global reputation and competitiveness in various fields."
There is no doubt that achieving a brand value growth of 11 per cent, from $672 billion to $749 billion, is a major achievement in the 50th year of the UAE and underscores how quickly our country has established its name and global identity as a cutting-edge institution. The leading country. It is an exceptional success story that will be told to all generations.”
Brand finance is measured by the relative strength of national brands through a balanced scorecard of metrics that evaluate brand investment, brand value, and brand performance. The National Brand Strength methodology includes the results of the Global Soft Power Index - the world's most comprehensive research on national brand perceptions, polling more than 75,000 people in more than 100 countries.
Switzerland, Canada, the Netherlands, Singapore and Germany took the top five, followed by Australia, Denmark, Norway, Sweden and New Zealand.
the official Emirates News Agency (WAM) reported that external perceptions of the UAE's prowess in the pillars of education and science are high, and the UAE's mission to explore Mars is one of the factors.
The UAE has also excelled in its response to Covid-19, achieving high scores in the pillars of influence, business and trade, both of which should receive an additional boost from Expo 2020 Dubai.
The rise from the fourteenth position to the eleventh position in the Brand Finance Index of the strongest national brands for 2021 "is the latest confirmation of the excellence of the Emirati model in strategic planning and development. It confirms the nation's success in establishing modern, open, transparent and interactive media communications with the public in around the world, through which she has been able to present many inspiring success stories.
He said that the UAE's rise to three ranks during the past year reflects the pioneering projects and policies that have helped to enhance the climate of excellence, competitiveness, innovation and leadership.
It also comes in conjunction with the golden jubilee of the nation's founding, which will mark the beginning of a new phase of development and creativity, said Mr. Al Gergawi.
Andrew Campbell, Managing Director of Brand Finance Middle East, said the UAE is outperforming its weight in terms of national brand strength and is challenging the Western status quo in rankings. As the UAE celebrates its golden jubilee, it continues to raise the flag high, enhance the country’s achievements around the world through pioneering initiatives such as the Emirates Mars Exploration Mission, and act as a gateway to the region by hosting the world for 182 days at Expo 2020 Dubai.”
The UAE has improved its position in the country's brand value ranking, ranking 17th, compared to 18th last year, after an impressive 11 percent increase in the value of the national brand to reach $749 billion.
The continued increase in brand strength and value is a testament to the UAE's strategy to diversify its economy to achieve long-term growth and establish itself as a leading brand in the Middle East.
The total national brand value increased by 7 percent
Although this is a positive sign, the uncertainty and the values of national brands have not yet reached pre-pandemic levels. At $90.8 trillion, this year's total brand value for the Top 100 rankings is still 7 percent lower than in 2019.