The UAE continues to be ranked as the world’s third most powerful nation brand in 2015, after Switzerland and Singapore, according to a current study published by Brand Finance, an independent brand valuation and strategy consultancy.
It keeps that the country’s brand value is reliant upon GDP, i.e. earnings related to the brand.
As a clear sign of the growing significance of the region, the UAE’s GCC peer Qatar additionally makes it at No. 9 among the Top 10 Strongest Nation Brands this year.
The UAE has consistently improved its position over the past couple of years, having been rated No. 19 in 2013 and No. 8 in the 2014 list.
”In a worldwide marketplace, a country brand is among the most important assets of any state, encouraging inward investment, adding value to exports and bringing tourists,” says David Haigh, CEO, Brand Finance.
“There is little uncertainty that Dubai, Abu Dhabi and increasingly Doha have vast appeal for investors, exceptionally skilled ex-patriate workers and tourists from Europe, Asia and the Middle East,” Brand Finance says in its report.
“As a consequence both the UAE and Qatar now feature in the top ten for state brand strength, a remarkable accomplishment for such small and young countries,” it keeps.
The consultancy preserves that while Qatar’s rank on the list of Top 10 is largely due to its attractiveness as an investment destination, “the UAE is an even more extraordinary third place having an overall score of 86.
The highly favourable tax regime, for which it is the top ranked state on the BSI [brand strength index], make investment its strong suit also.”
Brand Finance says ‘Country Brand Strength’ is the part of its analysis easily and directly determined by those efforts that are responsible for the state brand of their country.
It’s determined by reference to performance on heaps of data points across three vital ‘columns’; Goods & Services, Investment and Society.
These are split into sub-pillars; Governance, Tourism, Market and People & Skills.
According to the report, the UAE’s scores is not much behind, and its tourism score is on a standard trajectory.
The GCC cities of Dubai, Abu Dhabi and Doha are “international transportation hubs with large, modern airports that function as the base world leading airlines: Emirates, Etihad and Qatar Airlines,” says the report.
“These act as flag carriers for their national and sub-national brands,” it states.
Top 10 Strongest Nation Brands
United Arab Emirates
Hong Kong SAR