Daily Management Review

Top 10 countries with the most expensive brands


10/16/2018


Brand Finance Nation Brands 100 is a global study accompanied by a rating of countries in terms of the value of national brands according to the British consulting company Brand Finance.



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The study’s authors believe that condition of a country's brand affects its reputation, self-identification and understanding of its present and future, as well as has a direct impact on the welfare of the state and its ability to compete and develop in the global economy.

The researchers note that the value of US brands has increased by 23% over the past year, reaching $ 25.9 trillion.

It is noted that the US economy is growing rapidly and this growth will continue in the coming months. In addition to GDP, indicators such as consumer spending, orders for construction, car production and others are also growing.

All this, according to the study’s authors, indicates growth of the country's economy.

China retained the second place in the value of national brands, which over the year grew by 25%, reaching $ 12.8 trillion. The country shows good results, given the trade war with the United States, which, according to experts, may adversely affect the country's economy. The rising cost of Chinese brands is associated primarily with the prosperity of cities such as Beijing and Shanghai, which are characterized by a developed infrastructure and highly educated labor force, the rating’s compilers say.

Germany has become the country with the highest rise in brand value in the top 50. The cost of German brands rose by 28%, reaching $ 5.1 trillion. In the world, the country ranks third and has the highest brand value in Europe. Germany is the undisputed EU leader, having both economic and political weight on the world stage.

Experts note that tourism has great potential for the development of countries, regions and individual cities. However, the competition is very tense in this area, the study notes, therefore it is important to ensure that brands offer the best experience to their customers.

The ranking compilers emphasize that Africa is a place where many cultures, languages and traditions come together, and this region imposes enormous potential for development. Nevertheless, slow progress (the continent is lagging behind other countries) inhibits the development of tourism brands in this region.

The rating of national brands considers their value in terms of money, stability and potential of brand development, economic, demographic and political factors, including investment indicators, tourist attractiveness, dynamics of economic growth of the countries studied, production, consumption and export of national goods and services, human capital, as well as other parameters.

source: brandfinance.com






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