1. In the recent port deal, the US got confused that it was doing a deal with Dubai and couldn't find it on a list of approved countries.
2. The UAE now doesn't like the fact that the word United was in both country names
3. No-one understood the term emirate and whether this means state or not.
The new name is unlikely to come into play until the end of the year but Sheikhs Mohamed and Khalifa have set up the CNC, the country naming committee, which will head up a task force to find out the new name. Expect surveys in the Gulf-News, competitions on Radio 1 and door to door gaging of opinion over the coming months. Initial names suggested include Dubai Dhabi, Abu Dubai, Saudarf, Fraudas (both using the first letters of each of the emirates). The Galaxy has been suggested, since it would contain The World.
The rebranding exercise is likely to cost in the region of 50 Billion Dirhams and is most likely to be funded from an IPO on the one of the local markets.