Brand Finance, independent brand valuation and strategy consultancy, has published 2016 edition of Nation Brands report. The 2016 edition report represents the annual report on the World’s most valuable nation branding cases.
In a global marketplace, a nation brand is one of the most important assets of any state, encouraging inward investment, adding value to exports and attracting tourists. The results of 2015 Brand Finance Nation Brands report show the advantages that a strong nation brand can confer. They also show some of the pitfalls that can beset nation brands. Governments, trade bodies and businesses must take steps to ensure that their nation brand is strategically appropriate, well-managed and regularly monitored and understand how to respond in a crisis, in order to maximize the benefits and minimize damage. Nation brand of Montenegro is not listed in 2016 report.
“The developments of 2016 present opportunities, in that a more robust national identity may aid differentiation but given that openness is a key to attracting investments, it will create challenges too. In this turbulent times, it is more important than ever that governments, trade bodies and businesses take steps to ensure that their nation brand is strategically appropriate and well managed.” – the Report says.
Source: Brand Finance