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Nation Brands 2018 Ranking by Brand Finance

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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).


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.


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.


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