The UAE is the third strongest “country brand” in the world, according to the annual rankings compiled by the consultancy Brand Finance. Its latest report says "Brand UAE" is now worth over $400 billion (AED1.46 trillion), and is ranked only behind Singapore and Switzerland. The study takes into account factors such as quality of life, ease of doing business and security. The UAE’s position has improved five spots from last year, while its GCC counterpart Qatar has also made it to the list this year at number 9. Andrew Campbell, Managing Director of Brand Finance Middle East, shares what aspects have helped the UAE jump up the rankings.
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