The United Arab Emirates has been named the world’s 11th strongest nation brand, now ranking 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 4th 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.

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

Overseas perceptions of the UAE’s prowess in the Education & Science pillar are high, and the successful Emirates Mars Mission is clearly a factor. The UAE also stands out for its COVID-19 response, and scores high for the Influence and Business & Trade pillars, both of which should see a further boost from Expo 2020 inaugurated in Dubai this month.

The UAE has also improved its position in the nation brand value ranking, claiming 17th position, compared to 18th last year, following an impressive 11% increase in nation brand value to US$749 billion. The UAE’s continued increases in brand strength and value are testament to the nation’s strategy of diversifying its economy for long-term growth and solidify its position as the foremost nation brand in the Middle East.

The nation’s performance in both brand strength and brand value clearly demonstrates that the UAE punches well above its weight and challenges the Western status quo in the ranking. As the UAE celebrates its Golden Jubilee year, it continues to fly the flag high, promoting the nation’s achievements across the world through ground-breaking initiatives like the Emirates Mars Mission and serving as the gateway to the region by hosting the world for 182 days at Expo 2020.

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This improvement is largely attributable to higher scores across the Governance (up 7 places to 18th), Education & Science (up 5 places to 19th) and People & Values (up 19 places to 24th) pillars. The UAE has recorded the greatest increase in the Governance pillar in the top 20 (up 0.8 points), as perceptions of its political stability vastly improve, with the general public scoring the nation particularly high for its respected leadership, safety and ethics.

2020 was a pivotal year for the young nation - channelling the spirit and vision of founder Sheikh Zayed bin Sultan Al Nahyan - in pursuing its mega growth ambitions. Perhaps most noteworthy, and an event that hit the global media by storm, was the successful Emirates Mars Mission. The EMM is a clear example of the nation punching above its weight, entering the race with global heavyweights China and the US, also forming an integral part of the nation’s journey to diversify its economy, and to becoming a new central hub for science and technology. The UAE has jumped five spots in the Education & Science pillar and celebrates strong improvements in being recognised for its leading-edge technology.

The UAE boasts high levels of Influence - 12^th in the world - far higher than the majority of other nations of similar size and overtaking KSA in this metric this year. The nation’s historical move to establish diplomatic relations with Israel – the first Gulf Arab state to do so – was a significant advance in Arab-Israeli relations and a move that the UAE hopes will mark the start of prosperous growth in the region and has no doubt contributed to the nation’s increased Influence and Familiarity.  

The nation’s world-class brands are helping spearhead global transformation across their respective industries – from ADNOC’s innovation in sustainability, Etisalat’s accomplishment becoming the fastest network globally, DP World’s position as a leader in logistics to Emirates flying the flag – quite literally – the world over. The UAE is continuing to promote the nation as the gateway to the region and will be hosting the world at Expo2020, as it opens its doors to over 190 nations globally.  

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