UAE tops MENA country brand value with AED 3.54 trillion – News

The index is published by the world’s leading brand valuation consulting organization “Brand Finance”, surveying more than 100,000 people from 121 countries

The UAE maintained its global leadership in the Country Brand Performance Index, maintaining its number one position globally for the second year in a row. The country also ranks 10th globally in the Country Brand Strength Index, 16th globally and 1st in the Country Brand Value Index.

Published by the world’s leading brand valuation consulting firm “Brand Finance”, the index surveyed more than 100,000 people from 121 countries.

Saeed Al Eter, Undersecretary of the Cabinet for Strategic Projects and Chairman of the UAE Government Media Office, said that the UAE’s development has always been supported by a strong and established global brand image, which reflects the leadership’s ambition to reach the top in every indicator.

“The UAE’s soft power has underpinned the country’s leading position in various fields and domains, including economy, space, tourism, advanced technology and culture,” he added.

For the second year in a row, the UAE ranked first globally in Country Brand Performance with a score of 83.5. There are many reasons behind the UAE’s achievements, including its strategic location as a destination linking Asia, Europe and Africa, strong financial solvency and continued success in implementing economic diversification policies.

The UAE ranks 10th in Country Brand Strength with a score of 78.4 out of 100. This is due to the growth of its soft power at the global and regional levels, especially in the fields of international relations and good governance.

Strong economic performance across all sectors will contribute to the UAE’s top performance in key and sub-indicators, as gross domestic product (GDP) growth continues in 2022 and high foreign trade volumes. The country’s ability to attract foreign direct investment (FDI) from many countries around the world has also improved.

In the Country Brand Value Index, the UAE ranks 16th globally and first in the MENA region. In 2023, the UAE has consolidated its position as the most valuable nation brand in the MENA region, with a nation brand worth AED3.54 trillion (US$957 billion).

The strong performance of the UAE economy in the last period has contributed to the growth of the country’s brand value, especially as the Central Bank of the UAE predicts that the economic growth rate will reach 7.6% in 2022, the highest level in the past decade.

In addition to the abundance of legislation to encourage sustainable growth over the past year, various sectors of the oil and non-oil economy have performed strongly, notably tourism and hospitality, real estate, transport and industrial sectors.