A study issued by “Brand Finance” International showed the strategic role played by “Digital Dubai” in consolidating Dubai’s position among the most prominent cities in the world in the City Brands Index, after the emirate ranked fifth in the world with a commercial value of nearly one trillion dirhams. The study indicated that “Digital Dubai” contributed about 31 billion dirhams to the total value of the emirate’s brand, and also obtained an “AA+” rating, which places it among the elite of the most powerful and distinguished digital government agencies in the world.
The study revealed that “Digital Dubai” played a pivotal role in enhancing the strength of Dubai’s brand, as it contributed to the emirate achieving 86 points out of 100 in the city brand strength index. It also contributed about 31 billion dirhams ($8.5 billion) to the total value of the emirate’s brand, and added 1.9 points to the Dubai brand strength index, which supported the emirate’s rise from seventh place to fifth place globally, within the city brand index.
The study also showed that “Digital Dubai” achieved outstanding results in the trust and reputation indicators, at 8.4 out of 10 for each among the population and business sector in Dubai, which reflects the growing confidence in the system of services and digital life in the emirate, and its role in enhancing Dubai’s position as a leading digital city on the global level.
Hamad Obaid Al Mansouri, Director General of Digital Dubai, said: “These results reflect part of the ambitious vision that leads Dubai’s march towards the future, which views digital transformation as a pillar of comprehensive development, quality of life, and enhancing the emirate’s global competitiveness. The digital system is no longer just a technical structure or a set of smart services, but rather has become an essential part of the experience of living, working and investing in Dubai, and an influential element in establishing confidence and enhancing the emirate’s attractiveness on a global level.”
For his part, Executive Director of the Corporate Empowerment Sector at Digital Dubai, Tariq Al Janahi, said: “The digital system in Dubai has become an essential pillar for supporting economic growth, promoting innovation and improving the quality of life, and has contributed a pivotal role in consolidating the emirate’s position as one of the most prominent digital cities in the world. In (Digital Dubai) we pay great attention to our institutional identity and enhancing confidence in the position of the emirate’s digital system, and we continue to work on developing interconnected and seamless digital services and experiences that keep pace with “The aspirations of society and support the quality of life, and the distinguished performance of the digital system confirms the impact of integration and cooperation between government agencies in providing reliable and flexible digital services that are more ready for the future, thus enhancing Dubai World’s position as a center for innovation and opportunities.”
For his part, Chairman of the Board of Directors and CEO of Brand Finance, David Hague, said: “The results of the study confirm that a reliable digital infrastructure has become a major factor in enhancing the reputation of cities and their global competitiveness, which explains the impressive results achieved by Dubai in this context. Digital Dubai’s obtaining an (AA+) rating in the strength of the institutional brand, in addition to its contribution of about 31 billion dirhams to the total value of Dubai’s place brand, reflects the emirate’s success in achieving a tangible impact by investing in government services.” Digital with global, human-centric standards.”
“Dubai Digital” recorded a strong performance in the institutional brand indicators, as the percentage of knowledge of the brand (familiarity) reached 92%, while it achieved 77.7 out of 100 in the institutional brand strength index. It also scored 8.4 out of 10 in both the population and business sector trust and reputation indicators, in addition to 8.1 out of 10 in the Benefit of Doubt index, and 7.9 out of 10 in the interaction index, which reflects the growing status of the digital system in Dubai, and the trust it enjoys among various segments of society and business.
The study also showed that the impact of Digital Dubai goes beyond the scope of digital government services, to constitute an influential factor in enhancing the emirate’s global position and soft power. “Digital Dubai” contributed to recording the highest levels of influence in consolidating Dubai’s position as a global city of strategic importance (+15.3 points), enhancing its image as a destination for startups and innovation (+11.2 points), supporting future growth potential (+10.8 points), reducing bureaucracy (+10.6 points), and enhancing openness and welcoming. (+10.1 points), as well as supporting quality of life (+9.7 points), leadership in science and technology (+9.2 points), trust in the emirate (+9.2 points), and ease of doing business (+8.5 points).
