COVID-19 Wipes Over US$13 Trillion Off Top Nation Brand Values
- Belgium retains its position as world’s 24th most valuable nation brand, brand value down 19% to US$505 billion
- Top 100 nation brands in Brand Finance Nation Brands 2020 ranking lose US$13.1 trillion of brand value in 2020 as they negotiate devasting COVID-19 pandemic
- China continues to close gap behind long-standing leader US, brand values US$18.8 trillion and US$23.7 trillion respectively
- Top 10 most valuable nation brands contract 14% on average. Japan claims 3rd position as it emerges relatively unscathed from pandemic
- Ireland is only nation brand in top 20 to record brand value growth, up 11% to US$670 billion, a testament to its resilient economy bolstered by strong exports and consumer spending
- Emerging as a Southeast Asian haven for manufacturing, Vietnam defies global trend, brand value up an impressive 29%
- In contrast, Argentina is fastest falling nation brand, its brand value dropping 57%, as COVID-19 cases pass 1 million mark
- Brand Finance’s Global Soft Power Index data has been included in Brand Strength Index (BSI) for first time, meaning original research on global as well as domestic perceptions of nation brands is now part of Brand Finance’s evaluation methodology
- A nation admired for its stable leadership, Germany is world’s strongest nation brand, BSI score of 84.9 out of 100
