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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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Economy

Economic Growth Forecasts for G7 and BRICS Countries in 2024

The IMF has released its economic growth forecasts for 2024. How do the G7 and BRICS countries compare?

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Faded horizontal bar chart visualization of G7 and BRICS countries' real GDP growth forecasts for 2024.

G7 & BRICS Real GDP Growth Forecasts for 2024

The International Monetary Fund’s (IMF) has released its real gross domestic product (GDP) growth forecasts for 2024, and while global growth is projected to stay steady at 3.2%, various major nations are seeing declining forecasts.

This chart visualizes the 2024 real GDP growth forecasts using data from the IMF’s 2024 World Economic Outlook for G7 and BRICS member nations along with Saudi Arabia, which is still considering an invitation to join the bloc.

Get the Key Insights of the IMF’s World Economic Outlook

Want a visual breakdown of the insights from the IMF’s 2024 World Economic Outlook report?

This visual is part of a special dispatch of the key takeaways exclusively for VC+ members.

Get the full dispatch of charts by signing up to VC+.

Mixed Economic Growth Prospects for Major Nations in 2024

Economic growth projections by the IMF for major nations are mixed, with the majority of G7 and BRICS countries forecasted to have slower growth in 2024 compared to 2023.

Only three BRICS-invited or member countries, Saudi Arabia, the UAE, and South Africa, have higher projected real GDP growth rates in 2024 than last year.

GroupCountryReal GDP Growth (2023)Real GDP Growth (2024P)
G7🇺🇸 U.S.2.5%2.7%
G7🇨🇦 Canada1.1%1.2%
G7🇯🇵 Japan1.9%0.9%
G7🇫🇷 France0.9%0.7%
G7🇮🇹 Italy0.9%0.7%
G7🇬🇧 UK0.1%0.5%
G7🇩🇪 Germany-0.3%0.2%
BRICS🇮🇳 India7.8%6.8%
BRICS🇨🇳 China5.2%4.6%
BRICS🇦🇪 UAE3.4%3.5%
BRICS🇮🇷 Iran4.7%3.3%
BRICS🇷🇺 Russia3.6%3.2%
BRICS🇪🇬 Egypt3.8%3.0%
BRICS-invited🇸🇦 Saudi Arabia-0.8%2.6%
BRICS🇧🇷 Brazil2.9%2.2%
BRICS🇿🇦 South Africa0.6%0.9%
BRICS🇪🇹 Ethiopia7.2%6.2%
🌍 World3.2%3.2%

China and India are forecasted to maintain relatively high growth rates in 2024 at 4.6% and 6.8% respectively, but compared to the previous year, China is growing 0.6 percentage points slower while India is an entire percentage point slower.

On the other hand, four G7 nations are set to grow faster than last year, which includes Germany making its comeback from its negative real GDP growth of -0.3% in 2023.

Faster Growth for BRICS than G7 Nations

Despite mostly lower growth forecasts in 2024 compared to 2023, BRICS nations still have a significantly higher average growth forecast at 3.6% compared to the G7 average of 1%.

While the G7 countries’ combined GDP is around $15 trillion greater than the BRICS nations, with continued higher growth rates and the potential to add more members, BRICS looks likely to overtake the G7 in economic size within two decades.

BRICS Expansion Stutters Before October 2024 Summit

BRICS’ recent expansion has stuttered slightly, as Argentina’s newly-elected president Javier Milei declined its invitation and Saudi Arabia clarified that the country is still considering its invitation and has not joined BRICS yet.

Even with these initial growing pains, South Africa’s Foreign Minister Naledi Pandor told reporters in February that 34 different countries have submitted applications to join the growing BRICS bloc.

Any changes to the group are likely to be announced leading up to or at the 2024 BRICS summit which takes place October 22-24 in Kazan, Russia.

Get the Full Analysis of the IMF’s Outlook on VC+

This visual is part of an exclusive special dispatch for VC+ members which breaks down the key takeaways from the IMF’s 2024 World Economic Outlook.

For the full set of charts and analysis, sign up for VC+.

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