The United Arab Emirates is the world’s third strongest country brand, according to the annual Nation Brand survey carried out by London-based consultancy Brand Finance. The UAE ranks after Singapore and Switzerland in the evaluation of the world’s top 100 nation brands, with a brand value of US$ 403 billion (AED 1.48 trillion).
While the USA topped the Nation Brand rankings as the world’s most valuable brand, Singapore, Switzerland and the UAE ranked first, second and third in the world’s strongest brands ranking, which measured brand performance irrespective of the size of its gross domestic product (GDP). According to Brand Finance, the success of the UAE’s tourism brand, tax-free status and safety and security contributed to its high score. The UAE was also ranked fourth most successful nation brand for investment.
The investment development strategies of Abu Dhabi, Dubai and Sharjah, coupled with the global success of their tourism brands has both built visibility for the UAE around the world and brought massive inward investment. According to United Nations (UN) World Investment Report 2015, foreign direct investment (FDI) into the emirates totaled some US$10 billion during 2014.
Brand Finance used its Nation Brand Strength Index (BSI) benchmarking methodology to create the ratings, which compares country brands to each other based on criteria used to assess Investment, Society, plus Goods and Services. The report was published this week in partnership with fDiIntelligence, a division of the Financial Times specilising in foreign direct investment insight and analysis.
Abu Dhabi, Dubai, Ras Al Khaimah and Sharjah were recently listed among the world’s top cities in ‘Economic Potential’ by the 2014/2015 Global Cities of the Future report produced by fDI Intelligence. The UAE consists of seven emirates: Abu Dhabi, Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah, and Umm al-Quwain.
Source: Brand Finance, FDI Intelligence