Al Gergawi pointed out that the UAE’s rise from 14th to 11th place in the Brand Finance National Brand 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 communication with the public around the world, through which it has been able to present its many inspiring success stories.”
Al Gergawi emphasised that an advancement of three positions over the past year reflects the pioneering projects and policies that have helped foster a 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 stage of development and creativity.
Andrew Campbell, Managing Director, Brand Finance Middle East, commented, “The UAE punches well above its weight in terms of nation brand strength and challenges the Western status quo in the ranking. As the UAE celebrates its Golden Jubilee year, it continues to fly the flag high, promoting the nation’s achievements across the world through ground-breaking initiatives like the Emirates Mars Mission and serving as the gateway to the region by hosting the world for 182 days at Expo 2020 Dubai.”
The UAE has also improved its position in the nation brand value ranking, claiming 17th position, compared to 18th last year, following an impressive 11 percent increase in nation brand value to US$749 billion. The UAE’s continued increases in brand strength and value are testament to the nation’s strategy of diversifying its economy for long-term growth and solidify its position as the foremost nation brand in the Middle East.
Total nation brand value up 7 percent The top 100 most valuable nation brands in the world have recorded a 7 percent increase in brand value since 2020, signalling that recovery is underway from the COVID-19 pandemic.
Although this is a positive sign, uncertainty lingers and nation brand values have not reached pre-pandemic levels yet. At US$90.8 trillion, this year’s total brand value of the top 100 ranking is still 7 percent lower compared to 2019.
David Haigh, Chairman and CEO, Brand Finance, commented, “Unlike previous economic crashes, recovery is uneven and is pinned on the combination of initial COVID-19 response strategies and a successful vaccination rollout. We are starting to turn a corner, as the world’s most valuable nation brands begin to return to pre-pandemic brand values. But results are varied, and it may take years for some to recoup lost brand value, creating even greater disparity between the most and least valuable nation brands.”
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