Brand Finance launches Nation Brands 100

Despite the London riots and talk of a double dip recession, the United Kingdom remains a steady brand and keeps its position as the 5th most valuable Nation Brand thanks to the success of the Royal Wedding and the upcoming Olympics in 2012.

Greece, Ireland, Spain, Austria, Italy and Portugal all feature in the Top 10 Losers and have all fallen down the table. Greece and Ireland have been hardest hit with each nation shedding 40% of their brand value.

The EU’s total brand value fell by 4% as confidence in the bailout system and continental governments remains at an all time low.

The world’s most valuable nation, the USA, had a very bad year in 2011. The US lost over half a trillion dollars in value and downgraded from a brand value of AA to AA- and now had a lower brand rating than neighbouring Canada.

2011 has seen nation brands such as Croatia, Turkey and Estonia feature in the Top 10 Winners for the first time. Whilst the majority of the continent struggles with the global financial crisis, previously developing nations have now emerged as stable and business friendly countries compared to their European counterparts.

Following the tragic earthquake and nuclear disaster in Japan, the country’s brand value dropped by $679 billion. Slow growth, recession and a shrinking work force has severely hampered the nation which saw the largest drop in its brand value.

As the world struggles with economic turmoil, the Brand Finance Nation Brands 100 reveals the startling affect the current climate has had on the brand value of 100 countries. However whilst some countries have slid down the league table, 2011 has been a year for developing countries to emerge victorious against a backdrop of an uncertain economy.

Nation brand values are produced through a detailed analysis of economic data, perceptual market research data and infrastructure measures producing a combined score out of 100. The report combines a wide range of economic, demographic and political factors and is based on in-depth research by Brand Finance’s global network of offices.