The UAE consolidates its identity among developed countries with $749 billion

* The economic value of the identity increased by 11%, according to the “Brand Finance” index.
* It rose to the 11th rank and broke the monopoly of Western countries on the list
* Andrew Chapel: The UAE continues to inform the world of its achievements through distinguished initiatives
Dubai: «The Gulf»
The UAE’s visual media identity ranked 11th globally in the report on the strength of the brand of media identities for countries for the year 2021 issued by the international “Brand Finance” after three new positions advanced from its classification in the same index last year, recording a growth of 11% in the economic value The Emirates media identity, which amounted to $749 billion (2.748 trillion dirhams), compared to $672 billion last year.
The UAE advanced in the index over ancient countries in ranking the strongest media identities in the world, such as the United States of America and the United Kingdom, and was the only non-Western country to reach the first positions in the list, along with Singapore, which ranked fourth in the index, which reflects a qualitative shift Changed the domination of a number of countries on the first positions in the world rankings.
Media success keeps pace with the sustainable development process
The continuous rise of the performance of the UAE’s visual media identity is an indication of the success of its national strategy for economic diversification and sustainable development, which enhances the position of its media identity at the forefront in the Middle East region.
The global impressions monitored by the report on the efficiency of the UAE in education and science placed it in an advanced position. The success of the Emirates Mars Exploration Project, “Probe of Hope”, was a key factor in this field. The UAE was also distinguished at the global level for its outstanding performance and speed of response locally and globally to the global Covid-19 crisis. The country scored high points in the criteria of impact on the global arena, business and trade, which will be supported by the country’s hosting of 192 countries on the land of Expo 2020 Dubai from October 2021 until March 2022.
Transparency and responsiveness
The global audience participating in the assessment valued the efficiency of the UAE’s response to the repercussions of the Covid-19 pandemic locally and globally, during which the UAE played a pivotal role in supporting and strengthening international efforts to mitigate the repercussions of the pandemic. The UAE was one of the first countries to support humanitarian initiatives, as the aid provided by the state constituted 80% of the volume of the international response to the affected countries during the pandemic period.
The experts based on the index also appreciated the keenness of the UAE government, its media office and relevant ministries to provide accurate and transparent information to the public, and to keep it informed of various health precautionary and preventive measures and decisions related to dealing with the pandemic through periodic media briefings, where more than 70 media briefings were held during the year 2020.
Highly ready infrastructure
The UAE and its government demonstrated flexibility, efficiency and high readiness in responding quickly to the emergency changes imposed by the pandemic on work and learning patterns, and its advanced digital infrastructure enabled it to quickly transition to digital solutions that facilitated work and distance learning and ensured their continuity without interruption.
The UAE’s success story inspires a global audience
Mohammed Abdullah Al Gergawi, Minister of Cabinet Affairs, said: “The rise in the economic value of the Emirati media identity from the 18th rank last year to the 17th this year is a clear indication of the UAE’s position, its leading global reputation, and its high competitiveness in various fields. There is no doubt that achieving an 11% growth in the economic value of the UAE’s media identity, which has currently reached $749 billion (2.748 trillion dirhams), up from $672 billion last year, is a new and qualitative achievement in the fiftieth year of the UAE, which succeeded in A short period of time for nations to establish their name and global identity as a developed and pioneering country in many global indicators, and an exceptional success story to be told for all generations.”
Al Gergawi pointed out that “the rise of the visual media identity of the UAE from 14th to 11th in the Brand Finance index of the strongest media identities of countries for the year 2021, which surveys the opinions of tens of thousands of participants from 100 countries around the world, is a new confirmation of the excellence of the Emirati model in strategic planning. development, future design, and open, transparent and interactive media communication with the public around the world, to present inspiring success stories from the country’s land.”
Al Gergawi stressed that the UAE has advanced three positions from last year, a practical indication of the pioneering positions that the state has achieved and its visual media identity in various indicators of excellence, competitiveness, innovation and leadership in conjunction with the golden jubilee of the establishment of its union and anticipating a new stage of achievement and creativity during the next fifty years.
International stations
More than 1.5 billion people around the world watched the launch of the Emirates Mars Exploration Project, the Hope Probe to the Red Planet, on July 20, 2020, and it was covered by more than 2,700 media articles, 865 articles, original journalistic investigations and 265 interviews.
The most beautiful winter in the world campaign, launched by the country last winter, achieved outstanding media coverage, as the number of international video views that accompanied the campaign and contributed to strengthening the country’s unified tourism identity reached 500 million views.
Tens of thousands of participants from 100 countries
“Brand Finance” measured the strength of the performance of visual media identities through a set of evaluation criteria for investment in the media brand, its value, and its performance. The methodology for assessing the strength of visual media identities includes the results of the Global Soft Power Index, which is one of the most comprehensive global research studies specialized in assessing impressions of media identity, by surveying the opinions of more than 75,000 people in more than 100 countries.
Andrew Chapel, Managing Director of Brand Finance Middle East, said: “The United Arab Emirates is achieving a superior performance in terms of the strength of its visual media identity globally, and it is changing the Western hegemony in this classification. The UAE, which is celebrating the golden jubilee of the establishment of its union, continues to introduce the world to its qualitative achievements through distinguished initiatives, such as the Emirates Mars Exploration Project, and hosting 192 countries in the region’s gateway through the Expo 2020 event.”
Dealing with COVID-19
At the same time, global economies such as the United Kingdom, the United States of America, Japan, and France came out of the top ten list in the classification of the country’s media identity, due to the public’s opinions regarding its handling of the Covid-19 pandemic and its repercussions.
The United Kingdom fell from second place to 16th place, after achieving 77.4 points out of 100, while France fell from ninth place to 18th place, achieving 75.4 points out of 100, after a normal global assessment, and a lower local assessment, within the global index of soft power for its handling of the epidemic. Global.
As for Japan, it fell from seventh to 17th place with a total of 76.7 points for the same reasons as a result of its local response to the pandemic, noting that the impressions recorded globally gave it one of the highest numbers in the global index of soft power.
The United States fell from fourth place to 19th place with a score of 75.1 points out of 100, as a result of low local and international assessments.
However, despite the negative impact on the media identities of these institutions, all these countries are still in the top ten in terms of the estimated material value of their national media identities signs.
“It will be important for the world’s largest economies to focus on making up for lost points in the strength of their brand identity brands, in order to protect the discretionary value of those brands,” said David Haye, Chairman and CEO of Brand Finance. The United Kingdom, the United States of America, Japan and France have all scored poorly domestically in dealing with the COVID-19 pandemic, and so they need to rebuild trust with the public in each country.”
Switzerland is number one in the world
Switzerland topped 83.3 points out of 100 points in the strength of media identities index for countries, to maintain its stability, while some countries that preceded it declined last year, which gave it the first place in the index, especially after it witnessed, according to “Brand Finance” research, a rise in positivity External impressions of it in terms of its handling of the Covid-19 pandemic, as it applied a set of mandatory and optional precautionary measures during the pandemic to control the spread of the virus. For example, the closure was applied in non-essential business sectors, while the preventive home quarantine was optional, leaving individuals the freedom to decide on this.
David Haye, Chairman and CEO of Brand Finance, said: “The small size of countries is not an obstacle to their leadership in the strength of the media identities of countries, and Switzerland’s leadership in the index this year is a vivid example of that. Switzerland maintained its consistent performance, while some countries declined due to the pandemic.
Germany retreats
Germany, which was in first place last year, fell to fifth place in the media identity strength index, after recording a decline of 2.3 points to reach 82.6 points out of 100. Despite the praise that was showered on the European country at the global level for leading the strength of its former Chancellor Angela Merkel to 16 In general, there were mixed impressions at the domestic level, with standards of business, trade and influence scoring lower in Germany than their international peers given the global index of soft power.
100 media identities
At the international level, the world’s 100 most valuable national media identities achieved an annual increase in their total estimated material value by 7%, which indicates the acceleration of the global recovery from the global Covid-19 pandemic, despite the fact that pre-pandemic rates have not yet been reached.
David Haye, Chairman and CEO of Brand Finance, said: “Unlike previous economic crises, the current recovery is volatile and depends on the combination of the efficiency of initial strategies to respond to Covid-19 and the successful implementation of vaccine delivery operations. We are on the way to overcoming this juncture, while the most prominent global media identities have begun to return to their pre-pandemic level, but the results differ according to each case, and some may need years to compensate for declines in the economic values ​​of the countries’ media brands, which may deepen the value gap. Economic identities are among the highest and lowest media identities of countries.
America and China
As for the economic value of the media identity of countries, the top ten list did not change this year, and each country in this ten list maintained its position, with a slight increase in the total economic values ​​of its media brands combined.
The United States and China remained at the top of the list in terms of the economic value of their media identity, in the first and second places, respectively. The economic value of the media identity of the United States of America increased by 5% compared to last year, reaching nearly $24.8 trillion, during a year that witnessed economic and political changes marked by the arrival of the new administration of President Joe Biden to the White House. Also, China saw a 6% increase in the economic value of its media identity to $19.9 trillion. The two countries witnessed an economic recovery following the pandemic, which contributed to the rise in the economic material value of their media identity. The Chinese economy was beginning to recover at a large pace, as the only China recorded positive growth in GDP by the end of 2020, and continued to grow at a record speed during the first quarter of this year.

 
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