Saudi Arabia, UAE rising as global champions of ‘soft power’

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Fri, 2023-03-03 21:04

LONDON: Gulf nations have made significant improvements in the 2023 Brand Finance Global Soft Power Index, with Qatar, UAE and Saudi Arabia leading the rest of the Arab region.

Arab nations have continued to emerge as key players in this particular study, produced annually by Brand Finance.

Soft power experts, researchers and government delegates met at Queen Elizabeth II Centre in London on Thursday to discuss the index, which is billed as the world’s most comprehensive study on perceptions of nations as brands.

Campbell said that Gulf nations, in particular the UAE and Saudi Arabia, were undergoing a major economic transformation as reflected by the index’s results. (AFP/File)
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