GTDW FDI Trade & Supply Chain Digitalisation News
Dec 17, 20201 min
In fact, a country’s reputation—its brand—is arguably one of its most important assets. A strong nation brand has the power to boost tourism, attract and retain talent, and potentially bring in foreign investment.
This graphic uses data from Brand Finance’s Nation Brands 2020 report, which attempts to quantify the reputations of different countries around the world. We’ll also dive into the top 10 nation brands, and how their brand value has changed over time.
While the report provides a full explanation of its methodology, here’s a quick summary of how the scoring system works.
First, Brand Finance calculates a country’s Brand Strength Index (BSI) score using three pillars:
Goods & Services
Openness to tourism, market size, and trade rules
Society
Quality of life, corruption, and cultural image
Investment
Talent retention, use of technology, R&D, taxation, and regulation
From there, the BSI score is used to calculate a hypothetical royalty rate, and applied to a country’s GDP. Then, a discount rate is factored in to account for economic risk. Finally, numbers are crunched to provide the “Brand Value” of a country.