Brand Finance Names Nation Brand 100

10 October 2012

As the world struggles with economic turmoil, the Brand Finance Nation Brands 100 reveals the affect the current climate has had on the brand value of 100 countries. While some countries have slid down the league table, 2011 has been a year for developing countries – many in Asia – to emerge victorious against a backdrop of an uncertain economy.

Following the tragic earthquake and nuclear disaster in Japan, the country’s brand value dropped by US$679 billion. Slow growth, recession and a shrinking work force has severely hampered the nation, which saw the largest drop in its brand value, according to a report issued by Brand Finance.

The world’s most valuable nation, the United States, had a very bad year in 2011, the study shows. The US lost over half a trillion dollars in value and was downgraded from a brand value of AA to AA-. It now has a lower brand rating than neighbouring Canada, although it remains the most valuable nation by a wide margin over secondplace Germany.

Despite the London riots and talk of a double dip recession, the United Kingdom remains a steady brand and keeps its position as the 5th-most valuable Nation Brand thanks to the success of the Royal Wedding and the upcoming Olympics in 2012.

While many European nations were featured in the report’s Top 10 Losers list, Asian nations occupied half the spots on the Top 10 Winners list, including China and India in the first and second places, respectively, followed by Singapore (4), Qatar (5) and Indonesia (6).

Nation Brand values are produced through a detailed analysis of economic data, perceptual market research data and infrastructure measures producing a combined score out of 100. The report combines a wide range of economic, demographic and political factors and is based on in-depth research by Brand Finance’s global network of offices.

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