What comes to mind when you think about Spain or Japan?
Just like anything else, our brains tend to associate certain images and attributes with a given country 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-lasting impact on future economic potential and the ability to attract new investment.
Introducing Nation Brands
Earlier this week, Brand Finance released its 2018 report in an attempt to place a dollar 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:
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.
