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Ranking the World’s Most Valuable Nation Brands

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Ranking the World's Most Valuable Nation Brands

Ranking the World’s Most Valuable Nation Brands

The Chart of the Week is a weekly Visual Capitalist feature on Fridays.

What comes to mind when you think about Spain or Japan?

Just like anything else, our brains tend to associate certain images and attributes with a given country in order to form a unique mental perception.

In a global marketplace, a country’s national image can be one of its most valued assets or a challenging liability. These perceptions help to forge a country’s reputation, and also have a long-lasting impact on future economic potential and the ability to attract new investment.

Introducing Nation Brands

Earlier this week, Brand Finance released its 2018 report in an attempt to place a dollar value on these national perceptions.

While the specific methodology is covered directly in the report, what you need to know is that Brand Finance uses three pillars to calculate a Brand Strength Index score.

The three pillars are:

  • Goods & Services: Includes factors such as openness to tourism, market size, and trade rules
  • Society: Includes factors such as quality of life, corporate ethics, corruption, and cultural image
  • Investment: Includes items such as talent retention, use of technology, R&D, taxation, and regulation

The Brand Index Score is then used to calculate a hypothetical royalty rate, and to forecast revenues to ultimately derive a brand value (post-tax revenues discounted to calculate a net present value).

Which Nation Brands are Most Valuable?

Here are the world’s 15 most valuable nation brands, as ranked in the most recent report.

RankCountry2018 Brand ValueChange (vs. 2017)
#1United States$25.9 trillion23%
#2China$12.8 trillion25%
#3Germany$5.1 trillion28%
#4United Kingdom$3.8 trillion20%
#5Japan$3.6 trillion5%
#6France$3.2 trillion9%
#7Canada$2.2 trillion8%
#8Italy$2.2 trillion9%
#9India$2.2 trillion5%
#10South Korea$2.0 trillion8%
#11Australia$1.7 trillion11%
#12Spain$1.6 trillion14%
#13Netherlands$1.2 trillion18%
#14Mexico$1.1 trillion2%
#15Switzerland$1.1 trillion-4%

The U.S. takes the top spot at $25.9 trillion, but the fastest growing brand valuation was Germany’s, which jumped 28% over the past year.

How the Ranking Has Changed Over Time

Brand valuations can change over time – and looking at Nation Brands over the last eight years helps to get a sense of long-term trends:

Ranking of Nation Brands over time

By 2012, China had cemented the second place spot, displacing both Japan and Germany.

Meanwhile, Brazil made a brief appearance in the Top 10, but then precipitously dropped off the list. It now sits at 17th place in the 2018 rankings.

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Markets

Will Tesla Lose Its Spot in the Magnificent Seven?

We visualize the recent performance of the Magnificent Seven stocks, uncovering a clear divergence between the group’s top and bottom names.

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Will Tesla Lose Its Spot in the Magnificent Seven?

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

In this graphic, we visualize the year-to-date (YTD) performance of the “Magnificent Seven”, a leading group of U.S. tech stocks that gained prominence in 2023 as the replacement of FAANG stocks.

All figures are as of March 12, 2024, and are listed in the table below.

RankCompanyYTD Change (%)
1Nvidia90.8
2Meta44.3
3Amazon16.9
4Microsoft12
5Google0.2
6Apple-6.7
7Tesla-28.5

From these numbers, we can see a clear divergence in performance across the group.

Nvidia and Meta Lead

Nvidia is the main hero of this show, setting new all-time highs seemingly every week. The chipmaker is currently the world’s third most valuable company, with a valuation of around $2.2 trillion. This puts it very close to Apple, which is currently valued at $2.7 trillion.

The second best performer of the Magnificent Seven has been Meta, which recently re-entered the trillion dollar club after falling out of favor in 2022. The company saw a massive one-day gain of $197 billion on Feb 2, 2024.

Apple and Tesla in the Red

Tesla has lost over a quarter of its value YTD as EV hype continues to fizzle out. Other pure play EV stocks like Rivian and Lucid are also down significantly in 2024.

Meanwhile, Apple shares have struggled due to weakening demand for its products in China, as well as the company’s lack of progress in the artificial intelligence (AI) space.

Investors may have also been disappointed to hear that Apple’s electric car project, which started a decade ago, has been scrapped.

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