UAE brands are making waves and inspiring other countries – News

The country is constantly innovating and in a globalized world the country should be considered as a business brand competing in different fields

Successful countries build their brands by consistently delivering a positive narrative that appeals to diverse audiences around the world. In recent years, researchers, governments, and academia have increased their focus on nation branding efforts, which have evolved into an important tool for sustainable national development.

A nation’s internal branding efforts include developing policies, improving quality of life, drafting regulations, building infrastructure, empowering people, focusing on culture and history, while growing the economy. Externally, communication, marketing, branding and advertising campaigns enhance the brand’s identity and strengths. This is mainly used to attract tourists; however, it also effectively showcases the core values ​​of the brand. Today, competition among countries is clearly about branding, especially in economic areas such as origin of products, exports, tourism, investment destinations and talent migration recruitment.

A country’s brand is made up of various pillars, one of which is the vision of its leadership. Smart leadership can effectively communicate policy, regulation, and development data to broader audiences. The UAE is a great example of a successful nation brand. Not only has it grown to become a global leader in multiple fields, it has also inspired the entire Middle East region by forging a new path to peace and prosperity.

As Brand Finance’s Andrew Campbell (2021) describes, the UAE is the first Middle Eastern country to “break the monopoly of the West”. With a stellar effort, the country ranks among the top 11 global brands in the world (Brand Finance, 2021), ahead of the US and UK. So, what are the pillars of the UAE brand? I would say vision, communication and innovation. The unique vision of the UAE leadership and the consistency of its policies have put the country in a happy position. Brand communication efforts in the country are both internal and external. Internal communications are aimed at the private and government sectors and the people. They get feedback to keep policies updated, attractive and competitive. External communication relies on using traditional and digital platforms to convey the country’s spirit of freedom, hospitality and innovation.

It is worth noting that the UAE has come a long way in terms of infrastructure and trade in just two decades. During difficult times, such as the epidemic, China has shown resilience and was able to calmly deal with the crisis, putting the economy on the road to early recovery. The Dubai Expo has been a success and is now busy with sporting and artistic events. The UAE has a Minister of Happiness and is taking a giant step into space. Did you know it was the first country in the world to print its brand logo on its currency (the new Dh1,000 note)?

The country is constantly innovating and in a globalized world, the country should be considered as a business brand competing in different fields. Therefore, branding goes beyond a product, company or individual. A country’s brand narrative can create “fans”, tourists, immigrants and investors.

Finally, what inspires the UAE brand? There is no question that leadership empowers people. Leaders’ enthusiasm for development stems from their long-term vision of what a model nation should look like. New thinking and concepts are constantly emerging in the UAE, which has also enhanced the brand image of the entire Middle East. – The author is a marketing expert