Most valuable nation brands revealed

Brand USA has come on top as the world’s most valuable nation brand with a $19.3 trillion brand value, according to Brand Finance, a brand valuation and strategy consultancy.

Most valuable nation brands revealed

Brand USA has come on top as the world’s most valuable nation brand with a $19.3 trillion brand value, according to Brand Finance, a brand valuation and strategy consultancy.

According to the Brand Finance Nation Brands report, the US is more than three times that of second placed China, whose brand value comes in at $6.4 trillion. “Though the actions of the US on the international stage are frequently in question and polarization and deadlock beset domestic politics, decades as the preeminent force in finance, entertainment, democracy and technology means the US should continue to top the ranking for years to come.”

Brand Finance said that GDP data forms a significant part of the calculation of nation brand value, another reason the US, with its huge economy, dominates. “However the final figures are calculated by combining the GDP data with more qualitative information drawn from four ‘pillars’ – Goods & Services, Tourism, Talent and Investment.

“The scores for each are combined to create a score out of 100 (and a matching letter grade on a scale from AAA+ to D similar to a credit rating) that represents nation brand strength. Looking at nation brand strength in isolation can in some ways be seen as the truest reflection of a government’s guidance of its nation brand, as the inherent GDP advantage of larger countries is removed.”

Latest eTN Podcast

Brand Finance has revealed that Germany, with a score of 76 (75.84 to be precise), is the world’s third most valuable nation brand. “Despite fairly flat growth of late, Germany remains Europe’s powerhouse with an almost unrivalled reputation for quality manufacturing and efficiency. Unemployment is falling and the country’s World Cup win has, to a limited extent at least, generated a positive ‘halo’ effect. In terms of overall nation brand value, Germany sits in third with a brand value of $4.4 trillion.”

Coming in at fourth place is the United Kingdom, which “has enjoyed another surge in nation brand value as economic growth outstrips most other European states and as the GREAT Britain nation brand campaign continues to pay dividends. By far the biggest factor however has been the outcome of the Scottish independence referendum. The growth in the value of Brand Britain has been somewhat muted over the last two or three years in the run up to the referendum. Some investors have been put off by the uncertainty around the result and analysts attached a greater risk premium to the country’s growth. Had Scotland voted yes, the centuries of brand equity built up around the UK Nation Brand would have been lost. Scotland has developed a robust nation brand even within the greater UK, however what was left of the UK would have had a tricky task to stabilize its international reputation and to re-establish a credible identity. The UK total brand value has risen 20% to $2.8 trillion.”

Japan is Brand Finance’s fifth most valuable nation brand, followed by Canada (6th), France (7th), Australia (8th), India (9th) and Brazil (10th).

Fill out my online form.
CATEGORIES
Follow on Feedly