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Emirates ranks highest in the world with a score of 80.5 out of 100
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According to the latest report from leading brand valuation consultancy Brand Finance, the UAE is ranked the highest in the world for brand performance with a score of 80.5 out of 100.
“The UAE has attracted more trade, tourism, investment and talent than other national brands. The successful Covid-19 response has enabled the UAE to start business earlier than many other destinations, which is the UAE’s impressive performance this year. is one of the key drivers of growth,” said Brand Finance’s Country Branding 2022 report.
In addition to brand value, the report also determines the relative strength of national brands through an index scorecard that assesses brand investment, brand perception, and brand performance. In addition to GDP forecasts, country brand strength is also an important driver of country brand value.
Globally, brand performance remains below pre-pandemic levels as global interactions have been impacted, with the UAE being an exception, earning the highest score globally with a score of 80.5/100
Furthermore, the UAE maintained its position as the strongest and most valuable national brand in the Middle East and Africa due to maintaining a high brand performance score and increasing its brand recognition.
The UAE has a score of 76.7 out of 100 and a brand value of $773 billion in 2022. The UAE is close behind, Saudi Arabia is the second most valuable country in the region ($770 billion) and Israel is second (73.9 out of 100).
Globally, Canada was named this year’s strongest national brand with a score of 81.8 out of 100, surpassing last year’s leader, Switzerland.
The United States, France, the United Kingdom and Japan return to the top 10 brand power rankings after a year-long slump in their international recognition due to the Covid-19 pandemic. China also entered the top 20 for the first time, ranking 15th, with Italy and Spain returning to the top 25.
Brand Value
As the economy recovers from the pandemic, the value of the world’s national brands has returned substantially to pre-pandemic values.
US brand value grew 7% to $26.5 trillion and maintained its position as the world’s most valuable national brand. In second place, China’s brand value will increase by 8% to US$21.5 trillion in 2022. The combined brand value of these two countries is equivalent to the brand value of the remaining 98 national brands in the top 100.
The combined value of the world’s top 100 national brands was $97.2 trillion, up 7% year-over-year and just shy of the pre-pandemic value of $98 trillion in 2019.
While the combined value of the world’s top 100 national brands has reached pre-pandemic levels, exactly 50 national brands have grown in value during this period, while the other 50 are still below the Covid-19 crisis previous valuation.
The UK was one of the best national brands to recover from Covid-19, with the highest absolute brand value growth of all national brands except China – an increase of $265 billion to $4.1 trillion.
While Serbia ($59 billion) and Georgia ($18 billion) were the fastest-growing brands, each grew 24% as they attracted Russian businesses displaced by international sanctions.
Sub-Saharan Africa also has a place in the top 20 fastest-growing national brands, with South Africa and Tanzania being the third and fourth fastest-growing brands globally this year.
Russia saw the biggest drop in brand value following the attack on Ukraine, down $144 billion or $1,000 per capita compared to 2021. Russia’s national brand value fell from $786 billion last year to $642 billion in 2022. Before the 2019 pandemic, Russia’s national brand was worth $960 billion, but has since fallen by a third. Ukraine’s brand value fell by $22 billion from $107 billion to $85 billion.
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