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Brand UAE…
…has apparently been doing very well; it tops the recent regional Country Brand Index. The nation is set to see new attractions and thousands of hotel rooms soon. But is the brand powerful enough?
Nov 12th, 2009
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The UAE has been ranked the top country brand in the Middle East and North Africa (MENA) region according to the Country Brand Index released by branding consultancy FutureBrand. The country came 29th in the overall index, which includes 102 countries ; it examines how countries are branded by travelers.
The report gushes with praise for the country. “The UAE is a good example of a visionary nation that was able to successfully promote itself while much of its infrastructure and attractions were nowhere near complete. By aggressively identifying itself as a country filled with icons of wonder, luxury accommodations and modern conveniences amid a cosmopolitan Middle Eastern atmosphere, the UAE was effectively able to capture the attention of global tourists and investors. The brand and the nation were built concurrently,” it says.
It also identifies the UAE as one of the top three “rising stars,” - those likely to become major tourism destinations in the next five years.
“The UAE is beginning to see dividends on the investments it has made in its tourism infrastructure over the past five years,” Rina Plapler, senior executive director of FutureBrand said in the report. “With more mega projects, such as the Palm Jumeirah and the Yas Marina gaining international attention, as well as an array of hospitality offerings, the UAE’s strength as a tourist market has enabled the country to weather the current economic climate better than its regional counterparts,” she said.
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Is there a UAE branding? No.
The branding is done either as Dubai or as Abu Dhabi. They present themselves as separate entity and you never see a whole UAE branding.
As for the northern states, they all fall under the umbrella of Dubai, and considered only as a gateway from Dubai big city life, especially Umm Al Quwain and Ras Al Khaimah.
And we shouldn’t forget Fujairah, it established a good position in beach resorts.