According to the most recent assessment from renowned brand valuation consultancy Brand Finance, the UAE has the greatest overall brand performance rating with a score of 80.5 out of 100.
A scorecard of criteria analysing brand investment, brand perceptions, and brand performance helps the report determine the relative strength of nation brands in addition to brand value. Nation brand value is significantly influenced by nation brand strength in addition to GDP projections.
Global brand performance is still below pre-pandemic levels as global relations deteriorate, but the UAE positive stands out as the world’s best performer with a score of 80.5/100.
The UAE also maintained its position as the Middle East and Africa’s strongest and most valuable nation brand by maintaining a higher brand performance score and increasing brand perceptions.
The UAE scored 76.7 out of 100 and will have a $773 billion brand value in 2022. The second-most wealthy and second-strongest country in the area after the UAE is Saudi Arabia ($770 billion) (73.9 out of 100).
Canada outperformed last year’s winner Switzerland to win the title of the strongest nation brand globally with a score of 81.8 out of 100.
