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The successful treatment of Covid-19 and the achievements in science and education have increased the perception of the country.
The UAE is ranked as the world’s 11th strongest national brand, surpassing major countries such as the United States, the United Kingdom, Japan, France, etc., because of its successful response to Covid-19 and scientific and educational achievements—especially the successful UAE mission to Mars—have improved according to Brand Finance “National Brand Report 2021”, the world’s perception of this country.
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Since last year, the UAE’s Brand Strength Index (BSI) score has increased by 2.5 points to 79.1 points out of 100, and has since risen by three places.
“The UAE far exceeds its weight in terms of national brand strength and challenges the Western status quo in the rankings. As the UAE celebrates its golden jubilee, it continues to hold high the flag and promotes the country’s achievements in various parts of the world through pioneering measures such as the UAE Mars mission. Achievement and the 2020 World Expo by hosting 182 days globally as a gateway to the region,” said Andrew Campbell, Managing Director of Brand Finance Middle East.
With the number of new coronavirus cases falling below 100 on Sunday, the UAE has been one of the few countries in the world to win the fight against the pandemic. The UAE remains the strongest brand in the Middle East and North Africa.
The research covers the opinions of more than 75,000 people in more than 100 countries/regions, and scores 100 countries/regions based on the relative strength of national brands through a balanced scorecard that evaluates brand investment, brand equity, and brand performance.
“Overseas perceptions of the UAE’s strength in education and science pillars are high, and the success of the UAE’s Mars mission is clearly a factor. The UAE also stands out for its response to Covid-19, scoring in terms of influence and business and trade pillars Very high, both pillars should be further promoted from the 2020 World Expo that opens in Dubai this month,” Brand Finance said.
Globally, Switzerland is rated as the strongest brand in the world, followed by Canada, the Netherlands, Singapore, Germany, Australia, Denmark, Norway, Sweden and New Zealand.
The United Kingdom, the United States, Japan, and France fell out of the top 10 most powerful national brands due to perceptions of how Covid-19 was handled. The United Kingdom fell from 2nd to 14th, France fell from 9th to 16th, Japan fell from 7th to 15th, and the United States fell from 4th to 17th.
The UAE’s brand value jumps
Importantly, the UAE’s position in the national brand value rankings has also improved. After the national brand value increased by 11% from last year’s 672 billion U.S. dollars to 749 billion U.S. dollars, it ranked 17th, up one place.
“The UAE’s continued growth in brand strength and value is a testament to the country’s strategy of economic diversification for long-term growth and has consolidated its position as the most important national brand in the Middle East,” it said.
Globally, since 2020, the brand value of the world’s 100 most valuable national brands has increased by 7%, indicating that the Covid-19 pandemic is recovering. The total brand value of the top 100 countries is US$90.8 trillion, which is still 7% lower than in 2019.
The United States and China are ranked first and second respectively in the rankings. The brand value of the United States has increased by 5% within a year, reaching US$24.8 trillion. Similarly, the value of China’s national brands increased by 6% to US$19.9 trillion.
Wahid Abbas
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