The United Arab Emirates, eleventh strongest brand in the world

The country on the Arabian Peninsula is breaking the western monopoly and is ahead of the USA, Great Britain or even France in the ranking of the strongest brand in the world. Singapore is fourth.

The United Arab Emirates (UAE) move up to 11th placeand Place of the countries with the strongest brand in the world. In doing so, they place themselves before certain Western nations, namely the United States (17thand), the United Kingdom (14and) or even France (16and) according to the Nation Brands 2021 report, published Oct. 19. Singapore is also breaking the western monopoly, as the Asian city-state ranks fourth. This ranking takes into account science and education, such as Emirates’ Mars mission (space probe), or even the management of the Covid-19 epidemic, according to website Brand Finance. Switzerland takes first place in this ranking, followed by Canada, the Netherlands, Singapore, Germany, Australia, Denmark, Norway, Sweden and New Zealand in tenth place.

With a Brand Strength Index (BSI) of 79.1 out of 100, the UAE therefore gained three places compared to the previous year, an increase of 2.5 points. Brand Finance takes into account the brand’s investment, capital and performance to assign this score. The country continues to build the strength of its brand thanks to a strategy to diversify its economy for long-term growth. In addition, the decline in the number of coronavirus cases has contributed to its rise, making the country the strongest national brand in the Middle East, reports Gulfnews.com.

The country also improved by one place in the national brand value ranking. The UAE are now 17and, up 11% in value to $749 billion (up from $672 billion a year earlier). The United States and China hold the top two spots, but their brand equity has grown less, at 5% and 6%, respectively.

A country where life is good

In addition, the United Arab Emirates ranked fourth among the best places to live and work in 48 world markets, according to another ranking also released on October 19 by HSBC and transmitted by Zawya.com. The Gulf state improved this time by ten places. Like last year, Switzerland is ahead of Australia and New Zealand. After the UAE, two other countries are in the zone, Bahrain in eighth place and Qatar in tenth place. The city-state of Singapore has dropped places this year and is in ninth place.

More than 20,000 expatriates took part in this British bank’s Expat Explorer 2021 survey. 82% of them indicated that life would become more stable in the next 12 months as the Covid-19 pandemic slowed down. That’s more than the world average of 75%. There are many reasons for this well-being: higher income, a better work-life balance and, in general, a better quality of life.

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