Analytics, Baltic States – CIS, EU – Baltic States, Financial Services, Investments, Rating

The world’s leading brand valuation and strategy consultancy, Brand Finance has offices in over 20 countries. National branding valuations provide clarity to marketers, brand owners and investors by quantifying the financial value of brands. For example, brand Finland is valued presently at $ 289 bln, while Switzerland’s –at over a trillion USD and Latvia’s – $33bln. 

Drawing on expertise in strategy, branding, market research, visual identity, finance, tax and intellectual property, Brand Finance helps clients make the right decisions to maximise brand and business value and bridges the gap between marketing and finance.

For full results and analysis, see the 2015 Brand Finance Nation Brands report.

 As a firm, Brand France specialises in brand valuation and strategy, evaluates the financial impact of the image and reputation of the top 100 countries.

Top 10 Most Powerful Nation Brands: 2014-2015

The World’s 100 Most Valuable Nation Brands

 
*2014 Value Restated

German Nation Brand Devalued by US$191 bn following VW scandal: VW’s deception of emissions testers dents German national image; Germany has lost its position as the most powerful nation brand, and Germany’s long term financial potential is down US$191 billion.  

The revelation that as many as 11 million diesel vehicles have been fitted with software designed to deceive emissions testers, has dealt a hammer blow not just to Volkswagen’s reputation but to the entire German nation brand. Germany has lost its position as the most powerful nation brand according to Brand Finance. 

The report shows measurable damage to the long-term financial potential of ‘brand Germany’. Its value has dropped by US$191 billion to US$4.2 trillion, down 4% on 2014.

See: http://brandfinance.com/knowledge-centre/reports/brand-finance-nation-brands-2015/

 
“German industry is lauded for its efficiency and reliability while Germans as a whole are seen as hard-working, honest and law abiding. That such an iconic German brand, the ‘people’s car’, could behave in this way is beginning to undo decades of accumulated goodwill and cast aspersions over the practices of German industry, making the Siemens bribery scandal appear less a one-off than evidence of a broader malaise” said Brand Finance’s CEO, David Haigh.

Until this episode, 2015 had actually been a fairly positive year for Germany’s international reputation and the prospects of its nation brand. Germany has garnered worldwide admiration for its receptivity to Syrian migrants. This influx of generally young people and families will provide a fillip for Germany’s labour force, though the goodwill generated by sympathetic stance has been overshadowed by VW’s deception.

Replacing Germany as the world’s most powerful nation brand is Singapore. As the city-state celebrates its 50^th anniversary its citizens can be rightly proud of the nation they have created. Singapore is seen presently as modern, innovative and industrious place, welcoming to outsiders and increasingly culturally rich; it has left its neighbours, including Malaysia (from which Singapore was ejected 50 years ago) far behind it.