>>>
> Marketing & Branding > Nation Brands 2018 Ranking by Brand Finance

Nation Brands 2018 Ranking by Brand Finance

Just like anything else, our brains tend to associate certain images and attributes with a given nations in order to form a unique mental perception.

In a global marketplace, a country’s national image can be one of its most valued assets or a challenging liability. These perceptions help to forge a country’s reputation, and also have a long-lastinaar value on these national perceptions.

While the specific methodology is covered directly in the report, what you need to know is that Brand Finance uses three pillars to calculate a Brand Strength Index score.

The three pillars are:

  • Goods & Services: Includes factors such as openness to tourism, market size, and trade rules
  • Society: Includes factors such as quality of life, corporate ethics, corruption, and cultural image
  • Investment: Includes items such as talent retention, use of technology, R&D, taxation, and regulation

The Brand Index Score is then used to calculate a hypothetical royalty rate, and to forecast revenues to ultimately derive a brand value (post-tax revenues discounted to calculate a net present value).

WHICH NATION BRANDS ARE MOST VALUABLE?

Here are the world’s 15 most valuable nation brands, as ranked in the most recent report.

Rank Country 2018 Brand Value Change (vs. 2017)
#1 United States $25.9 trillion 23%
#2 China $12.8 trillion 25%
#3 Germany $5.1 trillion 28%
#4 United Kingdom $3.8 trillion 20%
#5 Japan $3.6 trillion 5%
#6 France $3.2 trillion 9%
#7 Canada $2.2 trillion 8%
#8 Italy $2.2 trillion 9%
#9 India $2.2 trillion 5%
#10 South Korea $2.0 trillion 8%
#11 Australia $1.7 trillion 11%
#12 Spain $1.6 trillion 14%
#13 Netherlands $1.2 trillion 18%
#14 Mexico $1.1 trillion 2%
#15 Switzerland $1.1 trillion -4%
Courtesy of: Visual Capitalist

 

The U.S. takes the top spot at $25.9 trillion, but the fastest growing brand valuation was Germany’s, which jumped 28% over the past year.

HOW THE RANKING HAS CHANGED OVER TIME

Brand valuations can change over time – and looking at Nation Brands over the last eight years helps to get a sense of long-term trends:

 

By 2012, China had cemented the second place spot, displacing both Japan and Germany.

Meanwhile, Brazil made a brief appearance in the Top 10, but then precipitously dropped off the list. It now sits at 17th place in the 2018 rankings.

 

Top