Report: Saudi Arabia, UAE most valuable national brands in Middle East

Crown Prince and Defense Minister of Saudi Arabia Mohammad bin Salman al-Saud (2nd L) is welcomed by Crown Prince of Abu Dhabi Mohammed bin Zayed Al Nahyan (2nd R) with an official ceremony at Abu Dhabi Airport in Abu Dhabi, UAE on 22 November 2018 [BANDAR ALGALOUD/Anadolu Agency]

The United Arab Emirates (UAE) and Saudi Arabia have witnessed the largest growth of their nations’ brand value in the Middle East during 2022, Brand Finance said.

According to the company, the UAE owns the most valuable nation brand value in the Middle East, with an increase of three per cent, to reach $772 billion.

Saudi Arabia came in second place after its brand value increased seven per cent to $768 billion.

The company explained that the progress achieved by Saudi Arabia’s nation brand value came due to the kingdom’s global openness in many aspects, especially in the field of tourism.

According to the company, Qatar ranked fourth after its nation value decreased three per cent to $217 billion.

International brand values have largely returned to pre-pandemic levels. National brand valuations are based on the macroeconomic outlook and positive outlook for recovery from the COVID-19 pandemic.

The total value of the world’s 100 largest nation brands increased by seven per cent to $97.2 trillion compared to $98.0 trillion in 2019.

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