UAE is world’s top nation in brand performance, says Brand Finance

UAE is world’s top nation in brand performance, says Brand Finance

Emirates claims top marks globally with a score of 80.5 out of 100

Published: Thu 29 Sep 2022, 3:00 AM

The UAE has been rated the highest globally in brand performance, with a score of 80.5 out of 100, according to the latest report by leading brand valuation consultancy Brand Finance.

“The UAE has attracted a higher volume of trade, tourism, investment, and talent than other nation brands. A successful Covid-19 response, which allowed the UAE to open for business sooner than many other destinations, is one of the key drivers of the UAE’s impressive results this year,” said Brand Finance’s Nation Brands 2022 report.

In addition to brand value, the report also determines the relative strength of nation brands through a scorecard of metrics evaluating brand investment, brand perceptions, and brand performance. Alongside GDP forecasts, nation brand strength is an important driver of nation brand value.

Globally, brand performance is still below pre-pandemic levels as global interactions suffer, with UAE positive is an exception, claiming top marks globally with a score of 80.5/100s

In addition, thanks to maintaining a higher brand performance score and improving its brand perceptions, the UAE maintained its position as the strongest as well as most valuable nation brand in the