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Nation Brands2019The annual report on the most valuable and strongest nation brandsOctober 2019Brand Finance Nation Brands October 2019 3Contents.About Brand Finance 4Get in Touch 4Request Your Brand Value Report 5Foreword 6Executive Summary 8Brand Finance Networks Insights 14Brand Finance Nation Brands (USD bn) 16Brand Valuation Methodology 18Nation Brands Consulting Services 20Brand Finance Network 21Geographic Branding 22Brand Dialogue 244 Brand Finance Nation Brands October 2019 Brand Finance Nation Brands October 2019 5About Brand Finance.Get in Touch.What is a Brand Value Report?Brand Valuation Summary+ Internal understanding of brand+ Brand value tracking+ Competitor benchmarking+ Historical brand valueBrand Strength Index+ Brand strength tracking+ Brand strength analysis+ Management KPIs+ Competitor benchmarkingRoyalty Rates+ Competitor benchmarkingCost of Capital+ Independent view of cost of capital for internal valuations and project appraisal exercisesFor more information regarding our Brand Value Reports, please contact:enquiriesbrandfinanceA Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your nation brands value.Each report includes expert recommendations for growing nation brand value to drive business performance and offers a cost-effective way to gaining a better understanding of your position against competitors. Request Your Brand Value Report.What are the benefits of a Brand Value Report?InsightStrategyBenchmarkingEducationCommunicationUnderstandingGlobal Forum 2019brandfinance/eventsUnderstanding the Value of Geographic Branding 2 April 2019 Join us at the Brand Finance Global Forum, an action-packed day-long event at the Royal Automobile Club in London, as we explore how geographic branding can impact brand value, attract customers, and infl uence key stakeholders.BrandirectorybrandirectoryThe worlds largest brand value database. Visit to see all Brand Finance rankings, reports, and whitepapers published since 2007.Brand Finance is the worlds leading independent brand valuation consultancy. Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance. For more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line.We pride ourselves on four key strengths:+ Independence+ Technical Credibility+ Transparency+ ExpertiseWe put thousands of the worlds biggest brands to the test every year, evaluating which are the strongest and most valuable.Brand Finance helped craft the internationally recognised standard on Brand Valuation ISO 10668, and the recently approved standard on Brand Evaluation ISO 20671.For business enquiries, please contact:Alex HaighValuation Directora.haighbrandfinanceFor media enquiries, please contact:Konrad JagodzinskiCommunications Director k.jagodzinskibrandfinanceFor all other enquiries, please contact:enquiriesbrandfinance+44 (0)207 389 9400For more information, please visit our website:brandfinancelinkedin/company/brand-financetwitter/brandfinancefacebook/brandfinanceinstagram/brand.financeOur clientsDavid Haigh CEO, Brand Finance6 Brand Finance Nation Brands October 2019 Brand Finance Nation Brands October 2019 7Foreword.The effect of a countrys national image on the brands based there and the economy as a whole is now widely acknowledged. In a global marketplace, it is one of the most important assets of any state, encouraging inward investment, adding value to exports, and attracting tourists and skilled migrants. For the past decade, the Brand Finance Nation Brands report has provided key benchmarks for diplomats, tourism boards, trade agencies, nation brand consultants and managers. The study analyses the benefits that a strong nation brand can confer, but also the economic damage that can be wrought by global events and poor nation brand management. In this years study, we see how the nation brands of developing economies grow at much faster rates than those of developed ones. With general stagnation in Europe and North America, nations from the Middle East and Africa have claimed 11 out of the top 20 spots for brand value growth this year.However, in absolute terms, the developed economies are still far ahead, and the US retains its position as the leader among the worlds 100 most valuable nation brands. Second-ranked China is nevertheless narrowing the gap, as it continues to grow against all odds.Although Brexit has not yet brought about the economic turmoil many have expected, the report shows that the omnipresent uncertainty has put brakes on nation brand value growth both in the UK and on the continent. By contrast, Irelands nation brand value has doubled over the last few years, benefitting from increased investments, as businesses turn to Dublin a safe haven in the time of upheaval.Once again, Singapores nation brand strength comes out on top. A prominent destination for investment, and maintaining a high standard of living, the Asia Pacific powerhouse is strategically located as a strong nation brand set for business dealings with China and Australia alike.In this time marked by change, 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. At Brand Finance, we are proud to be able to call upon our network of global representative offices, as well as on the wealth of experience in public diplomacy and geographic branding of our sister company Brand Dialogue. The team and I hope you enjoy this report and look forward to speaking to you soon.Developing Economies See 30 Times Faster Growth Than Developed Ones.+ Average nation brand value growth among developing economies at 13.9% compared to only 0.4% for developed economies in Brand Finance Nation Brands 2019 ranking+ China closing gap behind leader US, following 40% brand value growth+ Japan overtakes UK in 4thspot, as Brexit uncertainty prevents growth+ India makes gains jumping to 7thspot, while no new brands break into top 10+ Turkey making nation brand value turnaround following difficult 2018+ Singapore remains worlds strongest nation brand, Brand Strength Index (BSI) score 90.5 out of 1008 Brand Finance Nation Brands October 2019 Brand Finance Nation Brands October 2019 9Executive Summary.Developing economies catch upDeveloping economies have seen 30 times faster nation brand value growth over the past year than developed ones. The average year-on-year nation brand value growth among the developing economies stands at 13.9%, compared to as little as 0.4% for the developed economies included in the annual study into the worlds 100 most valuable nation brands. This means that on average the nation brands of developing economies have been growing at a pace 31.3 times faster than the developed ones.Nation brand values of most developed economies have contracted or stagnated year on year. Japan is a notable exception with 26% growth, but even so it is only the 15thfastest-growing nation brand this year, behind many developing African, Middle Eastern, Asian, and Latin American nation brands. Consistently with previous years trends, 11 out of the 20 fastest-growing nation brands of 2019 come from the Middle East and Africa, with Ghana (up 67%), Uganda (up 56%), and Egypt (up 50%) in the top 5.Although catching up, at US$37.8 trillion the combined nation brand value of the 65 developing economies in the study remains far behind that of the 35 developed economies which sits at US$60.3 trillion. Topping the ranking again this year, the nation brand value of the United States alone stands at US$27.8 trillion.Top 10 Most Valuable Nation Brands12019:2018:1$27,751 bn $25,899 bn +7.2%0u1F1FA_1F1F8 22019:2018:2$19,486 bn $13,869 bn +40.5%0u1F1E8_1F1F3 32019:2018:3$4,855 bn $5,147 bn -5.7%0u1F1E9_1F1EA 42019:2018:5$4,533 bn $3,598 bn +26.0%2u1F1EF_1F1F5 52019:2018:4$3,851 bn $3,750 bn +2.7%1u1F1EC_1F1E7 62019:2018:6$3,097 bn $3,224 bn -4.0%0u1F1EB_1F1F7 72019:2018:9$2,562 bn $2,159 bn+18.7%2u1F1EE_1F1F3 82019:2018:7$2,183 bn $2,224 bn-1.8%1u1F1E8_1F1E6 92019:2018:10$2,135 bn$2,001 bn +6.7%2u1F1F0_1F1F7 102019:2018:8$2,110 bn$2,214 bn-4.7%1u1F1EE_1F1F9 Executive Summary.China shows no sign of slowingClaiming second position, China continues to grow at a very healthy rate, recording an impressive 40% increase in brand value to US$19.5 trillion. Building on its solid performance in previous years, China is closing the gap behind long-standing leader the US, which has recorded a brand value growth of just 7% over the past year. The difference in value between the two nation brands has dropped from US$12 trillion last year to just over US$8 trillion in 2019.With the Western world seeing a real crisis of leadership on both sides of the Atlantic, the developing world is catching up. Bolder, more agile, increasingly innovative African, Middle Eastern, Asian, and Latin American nation brands are racing ahead at breakneck speed, poised for further growth in the years to come.David HaighCEO, Brand FinanceTop 20 Fastest-Growing Brands (Value %)GhanaUgandaParaguayBangladeshEgyptTurkeyYemenKazakhstanChinaQatarUruguayNepalLibyaEthiopiaJapanNigeriaIsraelKenyaMoroccoTurkmenistan67.1%55.7%55.4%53.8%50.1%46.5%45.2%41.9%40.4%35.5%30.1%29.3%29.0%27.1%25.9%25.6%24.2%23.6%23.3%23.1%United States of AmericaChina FranceJapanCanadaGermanyIndiaUnited KingdomSouth KoreaItaly10 Brand Finance Nation Brands October 2019 Brand Finance Nation Brands October 2019 11The two largest economies in the world have been at loggerheads since July last year in a bitter trade war, with tariffs imposed by both sides on billions of dollars worth of imports and exports. Despite this, Chinas brand value has defied the expectations of a slowdown, benefitting from the glowing success of some of its most dominant and valuable brands, including ICBC, Huawei, and Alibaba. The latter two in particular have embraced strong marketing strategies that mirror their international counterparts, which have helped successfully propel them onto the global stage as legitimate competitors to Western brands.China is undergoing a meteoric rise on the global stage, rivalling the traditional nation brand powerhouses in the West. Despite economic and political challenges, Chinas nation brand value has grown by 40%, consistently outpacing the US and other major economies.David HaighCEO, Brand FinanceJapan overtakes UKBehind the US, China, and third-placed Germany, Japans brand value has increased 26% to US$4.5 trillion. In spite of predictions that its economy would suffer in the face of a global slowdown, Japan has been able to reap the benefits from its solid consumer spend and high levels of business investment. As the tech powerhouse economy of Asia, Japan is progressively forward-thinking and outward-looking, protecting itself amid global uncertainty. Championed by Abe and Trump, the Free and Open Indo-Pacific Strategy supports and promotes connectivity and free trade in its own right. However, the nation is contending with its super-aging society putting pressure on social and health services. In addition to measuring overall brand value, Brand Finance also evaluates the relative strength of nation brands, determined by performance on dozens of data points across three key pillars: Goods Italy falling from 8thto 10th(down 5% to US$2.1 trillion); and South Korea, which has inched up one place from 10thto 9th(up 7% to US$2.1 trillion). South Korea is one of Asias largest economies and benefits from its strong export base and improved structural policies that have bred inclusion and enhanced productivity.Top turnaround: TurkeyTurkey has recorded a remarkable turnaround from its performance in 2018, going from a loss of almost a third of its nation brand value, to this year leaping up 47% to US$560 billion. The nation was put back on track following a recession and the sharp fall in value of the lira, which tainted the economy in the second half of 2018. Now, the intervention in Syria is putting Brand Turkey at risk again.At the other end of the scale, Mexico and Pakistan have seen significant drops in brand values, down 22% and 29% respectively. Mexico (brand value US$835 billion) has had an unsettled year both economically and politically. The economy shrank for the first time since 2009 at the end of the second quarter this year, which was largely due to a decline in industrial and agricultural activity. Lpez Obrador, who has been in office since December 2018, has had to negotiate ongoing tensions with his neighbour, the US, a vital relationship for Mexicos trade.Pakistan (brand value US$140 billion) is one of the poorest and least developed countries in Asia and is struggling to grow at the same rate as its burgeoning population. Growing tensions in Kashmir are also contributing to the nations difficulties.Singapore is worlds strongest Singapore has retained its title of the worlds strongest nation brand, earning the elite AAA+ rating and a Brand Strength Index (BSI) score of 90.5 out of 100. Although this is a slight drop from 2018, Singapore is the only nation in the ranking to record a BSI over 90. The highly prosperous city-state serves as the business hub of Southeast Asia and is renowned for its world-class education, healthcare, transport, and low crime levels. These factors, paired with the nations unwavering political stability and commitment to its Future Economy strategy, makes the island a very strong and stable nation on the global stage.Singapores pioneering efforts in human capital development make it an exemplary nation for its high-class healthcare facilities and first-rate education. These are the types of investments which drive the nations sustained growth and build brand strength.David HaighCEO, Brand FinanceTop 20 Fastest-Growing Brands (BSI/100)LibyaTurkmenistanUzbekistanLatviaCyprusIraqSloveniaBulgariaSerbiaRomaniaPolandGermanyBoliviaIrelandCzech RepublicItalySlovakiaSouth KoreaLithuaniaIceland+21.7+6.1+5.7+5.1+5.0+4.5+4.3+4.3+3.8+3.8+3.7+3.5+3.3+3.1+3.0+2.9+2.9+2.9+2.8+2.7Top 10 Strongest Nation Brands12019:2018:190.5 AAA+92.4 AAA+022019:2018:289.9 AAA+90.1 AAA+032019:2018:489.6 AAA+87.7 AAA242019:2018:1188.2 AAA84.7 AAA252019:2018:1086.9 AAA84.8 AAA262019:2018:386.6 AAA88.5 AAA172019:2018:586.4 AAA87.4 AAA182019:2018:1485.8 AAA83.8 AAA-292019:2018:785.7 AAA85.6 AAA2018:1102019:1683.0 AAA-85.6 AAA2-1.9-0.3+1.9+3.5+2.1-1.9-1.0+1.9+0.1+2.6Turkey has the opportunity to thrive with the advantage of the youngest and fastest-growing population in Europe, as well as looser monetary policies currently in place. Continued geopolitical tensions, however, could potentially blight this improvement. David HaighCEO, Brand FinanceExecutive Summary.Executive Summary.SingaporeSwi
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