In recognition of the growing influence of national image on the success of both companies and national economies, valuation and strategy consultancy Brand Finance has once again evaluated the 100 most valuable nation brands in a new report.
Despite its brand value dipping seven per cent to US$1.3 trillion over the past 12 months, Australia has managed to hold onto 10th position for 2016.
The US was unsurprisingly the number one-ranked nation, growing its lead in brand value by four per cent to US$20.6 trillion. However, the report noted that this modest growth may be under threat.
“In just over two weeks, the US could be led by Donald Trump, whose xenophobic stance and protectionist rhetoric threatens to antagonise businesses, prospective foreign workers, students and governments,” it said.
Here’s the list of the top 20:
According to the report, Luxembourg is this year’s fastest growing nation brand, increasing its value by 43 per cent to US$85 billion (54th position).
“The Grand Duchy is attempting to rapidly shed its reputation for financial secrecy and more particularly the taint of impropriety left by the LuxLeaks scandal of 2014,” the report said.
“In its aftermath, Luxembourg initiated a concerted nation brand campaign to unify its messages and highlight the Grand Duchy’s strengths. reliability, dynamism and openness are highlighted as the country’s core strengths in a refreshingly low-key campaign that is distinguished by its focus on credible attributes rather than aspirations.”
At the other end of the scale, Jordan experienced the biggest decline in brand value of all the countries – down 35 per cent to US$24 billion – which the report said is a result of continued conflict in neighbouring Syria.
“As the World Bank reports, the security situation is deteriorating, affecting tourism, construction and trade,” it said.
“Meanwhile, unemployment is rising. With no prospect of the situation in Syria improving, a turnaround in Jordan is unlikely for now.”
Please login with linkedin to commentcharlie pickering
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]