The UAE has been named the world’s 11th strongest nation brand, according to the latest Brand Finance Nation Brands 2021 report. It now ranks above the United States and the United Kingdom, among others.
Breaking the Western monopoly at the top of the brand strength ranking – along with Singapore in 4th position – the UAE has climbed three spots since last year following a 2.5-point increase in its Brand Strength Index (BSI) score to 79.1 out of 100.
Brand Finance determines the relative strength of nation brands through a balanced scorecard of metrics evaluating brand investment, brand equity, and brand performance. The nation brand strength methodology includes the results of the Global Soft Power Index – the world’s most comprehensive research study on nation brand perceptions, surveying opinions of over 75,000 people based in more than 100 countries.
Overseas perceptions of the UAE’s prowess in the Education and Science pillar are high, and the successful Emirates Mars Mission is clearly a factor. The UAE also stands out for its COVID-19 response, and scores high for the Influence and Business and Trade pillars, both of which should see a further boost from Expo 2020 inaugurated in Dubai this month.
Mohammad bin Abdullah Al Gergawi, Minister of Cabinet Affairs, said, “The rise in the economic value of the UAE’s national brand from 18th to 17th position this year is a clear indication of the country’s global reputation and competitiveness in various fields. There is no doubt that achieving 11 percent brand value growth, from US$672bn to US$749bn, is a major achievement in the 50th year of the UAE and underlines how quickly our nation has established its name and global identity as a developed and pioneering country. It is an exceptional success story that will be told to all generations.”
14th to 11th rank [next page]
