UAE: The World's Top Nation in Brand Performance


UAE: The World's Top Nation in Brand Performance

- United Arab Emirates, ranks highest globally in brand performance.
- Scoring 80.5 out of 100, according to the latest report by leading brand valuation consultancy Brand Finance.

Top Charts & Brand Performance Scores

UAE has defended its position as the strongest (76.7 out of 100) as well as most valuable ($773 billion) nation brand in the Middle East and Africa.

The UAE is followed closely by Saudi Arabia as the second most valuable in the region ($770 billion) and by Israel as the second strongest (73.9 out of 100).

- UAE scores particularly highly on government effectiveness, international influence, and international business trade.
- Saudi Arabia scores highly overall international influence, international familiarity, and very highly on the nation’s response to Covid-19.
- Qatar achieved highest scores for rule of law and government effectiveness.

UAE Economy
- Rebounded strongly on the back of tourism, a buoyant property sector and higher oil prices.
- Expected to grow by 5.4 % and 4.2 % in 2022 and 2023 respectively, after expanding by 3.8 % in 2021.
- UAE has attracted a higher volume of trade, tourism, investment, and talent than other nation brands.

Strongest Nation Brands
- Canada has claimed the title of this year’s strongest nation brand with an overall brand strength score of 81.8 out of 100, supplanting last year’s leader Switzerland (80.7).
- US, France, United Kingdom, and Japan all make a comeback to the top 10 brand strength ranking after the extraordinary one-year decline in their international perceptions caused by the Covid-19 pandemic.
- China enters the top 20 for the first time, claiming 15th place.
- Italy and Spain return to the top 25.

Takes $150 Billion Hit: Russia’s Value
Russia has recorded the largest fall in brand value among all the world’s nation brands this year, down $144 billion or $1,000 per person compared to 2021.

Ukraine Brand Value
Ukraine’s brand strength score has gone up by over 5 points year on year from 52.8 to 57.9 out of 100, driven mostly by a 15% increase in brand perceptions.

Brand Finance Research
Research carried out by Brand Finance in March 2022 saw Ukraine increase in familiarity, reputation, and influence, in addition to other metrics such as respected leaders, rule of law and human rights, and trustworthy media.