The United Arab Emirates (UAE) and Saudi Arabia have risen to the top spot among Arab nations in Brand Finance’s Global Soft Power Index 2022, which was announced last Tuesday at the Global Soft Power Summit in London.
Professionals and researchers in the field came together at this forum to launch the Global Soft Power Index, the world’s most comprehensive study of the perception of nations as brands.
Of the thirteen Arab countries that featured in this year’s index, the UAE ranked 15th. This is the best position among national brands in the Middle East and North Africa.
Saudi Arabia came in second among Arab countries and ranked 24th in the world ranking. It thus retains its position from last year, with a notable improvement in its index score, which rose to 47.1 out of 100.
Globally, the United States regained the top spot this year, after a significant deterioration in its public perception at the end of 2020 and in 2021. The United Kingdom, for its part, moved up to second place. after overcoming the difficulties linked to Covid-19 and Brexit.
Besides the UAE and Saudi Arabia, eleven Arab countries feature in this year’s Global Soft Power Index.
Qatar, Egypt, Kuwait and Morocco ranked third, fourth, fifth and sixth respectively, followed by Oman, Jordan, Bahrain, Algeria, Tunisia, Lebanon and Iraq ranked seventh to thirteenth.