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 fourth 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, Emirates News Agency WAM reported.

 

Brand Finance determines the relative strength of nation brands through a 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 – a research study on nation brand perceptions, surveying opinions of over 75,000 people based in more than 100 countries.

 

Overseas perception of the UAE’s prowess in the Education and Science pillars are high. The Gulf nation 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.

 

Minister of Cabinet Affairs Mohammad bin Abdullah Al Gergawi said: "The rise in the economic value of the UAE’s national brand from 18th to 17th position this year is an indication of the country’s reputation and competitiveness in various fields. 

 

"There is no doubt that achieving 11 per cent brand value growth, from $672 billion to $749 billion, is a major achievement as it celebrates its Golden Jubilee and underlines how quickly our nation has established its name and global identity as a developed and pioneering country."

 

The Minister pointed out that the UAE’s rise from 14th to 11th place in the Brand Finance Nation Brands index for 2021 is "the latest confirmation of the excellence of the Emirati model in 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 success stories."

 

Brand Finance Middle East Managing Director Andrew Campbell said: "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, it continues to fly the flag, promoting the nation’s achievements through 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’s increases in brand strength and value are testament to the nation’s strategy of diversifying its economy for long-term growth.

 

The top 100 most valuable nation brands in the world have recorded a 7% 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 $90.8 trillion, this year’s total brand value of the top 100 ranking is still 7% lower compared to 2019.

 

Brand Finance Chairman and CEO David Haigh said: "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."