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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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Business

Here’s How Much the Top CEOs of S&P 500 Companies Get Paid

Does high pay for CEOs translate into company performance? See for yourself in this visualization featuring the top CEOs of companies on the S&P 500.

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How Much the Top CEOs of S&P 500 Companies Get Paid

How much do the CEOs from some of the world’s most important companies get paid, and do these top CEOs deliver commensurate returns to shareholders?

Today’s infographic comes to us from HowMuch.net and it visualizes data on S&P 500 companies to see if there is any relationship between CEO pay and stock performance.

For Richer or Poorer

To begin, let’s look at the highest and lowest paid CEOs on the S&P 500, and their associated performance levels. Data here comes from a report by the Wall Street Journal.

Below are the five CEOs with the most pay in 2018:

RankCEOCompanyPay (2018)Shareholder Return
#1David ZaslavDiscovery, Inc.$129.4 million10.5%
#2Stephen AngelLinde$66.1 million3.1%
#3Bob IgerDisney$65.6 million20.4%
#4Richard HandlerJefferies$44.7 million-14.9%
#5Stephen MacMillanHologic$42.0 million11.7%

Last year, David Zaslav led top CEOs by taking home $129.4 million from Discovery, Inc., the parent company of various TV properties such as the Discovery Channel, Animal Planet, HGTV, Food Network, and other non-fiction focused programming. He delivered a 10.4% shareholder return, when the S&P 500 itself finished in negative territory in 2018.

Of the mix of highest-paid CEOs, Bob Iger of Disney may be able to claim the biggest impact. He helped close a $71.3 billion acquisition of 21st Century Fox, while also leading Disney’s efforts to launch a streaming service to compete with Netflix. The market rewarded Disney with a 20.4% shareholder return, while Iger received a paycheck of $65.6 million.

Now, let’s look at the lowest paid CEOs in 2018:

RankCEOCompanyPay (2018)Shareholder Return
#1Larry PageAlphabet$1-0.8%
#2Jack DorseyTwitter$119.7%
#3A. Jayson AdairCopart$203,00082.2%
#4Warren BuffettBerkshire Hathaway$398,0003.0%
#5Valentin GapontsevIPG Photonics$1.7 million-47.1%

On the list of lowest paid CEOs, we see two tech titans (Larry Page and Jack Dorsey) that have each opted for $1 salaries. Of course, they are both billionaires that own large amounts of shares in their respective companies, so they are not particularly worried about annual paychecks.

Also appearing here is Warren Buffett, who is technically paid $100,000 per year by Berkshire Hathaway plus an amount of “other compensation” that fluctuates annually. While this is indeed a modest salary, the Warren Buffett Empire is anything but modest in size – and the legendary value investor currently holds a net worth of $84.3 billion.

Finally, it’s worth noting that while J. Jayson Adair of Copart was one of the lowest paid CEOs at $203,000 in 2018, the company had the best return on the S&P 500 at 82.2%. Today, the company’s stock price still sits near all-time highs.

Maxing Returns

Finally, let’s take a peek at the CEOs that received the highest shareholder returns, and if they seem to correlate with compensation at all.

RankCEOCompanyPay (2018)Shareholder Return
#1A. Jayson AdairCopart$203,00082.2%
#2Lisa SuAMD$13.4 million79.6%
#3François Locoh-DonouF5 Networks$6.9 million65.4%
#4Sanjay MehrotraMicron Technology$14.2 million64.3%
#5Ken XieFortinet$6.8 million61.2%

Interestingly, three of highest performing CEOs – in terms of shareholder returns – actually took home smaller amounts than the median S&P 500 annual paycheck of $12.4 million. This includes the aforementioned A. Jayson Adair, who raked in only $203,000 in 2018.

That said, there is a good counterpoint to this as well.

Of the five CEOs who had the worst returns, four of them made less than the median value of $12.4 million, while one remaining CEO took home slightly more. In other words, both the best and worst performing CEOs skew towards lower-than-average pay to some degree.

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Which Countries Own the Most U.S. Debt?

More than $6 trillion of U.S. debt is owned by foreign governments such as China or Japan. See how it all breaks down, and what it means.

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The Foreign Countries Holding the Most U.S. Debt

In the international finance system, U.S. debt can be bought and held by virtually anyone.

In fact, if you hold a U.S. Treasury bond or a T-Bill in your portfolio right now, you are already a creditor to the United States government.

And as you can see in today’s chart from HowMuch.net, foreign countries like China and Japan can also accumulate large positions in U.S. Treasurys, making them significant players in the overall United States debt pie.

U.S. Debt: The Big Picture

The United States federal debt currently sits at $22 trillion, and it’s held by a range of domestic and foreign investors.

EntityDebt HoldingsShare of Total
Total$21.97 trillion100.0%
U.S. Government and Federal Reserve$8.1 trillion36.8%
Foreign and international$6.3 trillion28.5%
Mutual funds$2.06 trillion9.4%
Pension funds$0.92 trillion4.2%
Banks$0.77 trillion3.5%
State and local governments$0.69 trillion3.1%
Other investors$3.18 trillion14.5%

As you can see, about $8.1 trillion of debt is held by departments of the U.S. government or the Federal Reserve. This number would include securities sitting in retirement accounts of federal employees, social security trust funds, or any of the Treasurys sitting on the Fed’s balance sheet.

Next, another $7.6 trillion of debt is held by domestic investors. These are marketable securities held by banks, mutual funds, pension funds, insurance companies, and other investors.

While debt held domestically is mostly uninteresting, a bigger question mark is the $6.3 trillion of debt that is owned by foreign countries. After all, couldn’t a country like China “weaponize” its large holdings of Treasury securities as a form of retaliation in the ongoing trade war?

Foreign Owners of the Debt

Internationally, the biggest owners of debt include China and Japan, each with over $1 trillion.

RankCountryU.S. Debt HoldingsPercentage of Foreign U.S. Debt Held (%)
#1🇨🇳 China$1.11 trillion17.3%
#2🇯🇵 Japan$1.06 trillion16.5%
#3🇧🇷 Brazil$307 billion4.8%
#4🇬🇧 United Kingdom$301 billion4.7%
#5🇮🇪 Ireland$270 billion4.2%
#6🇨🇭 Switzerland$227 billion3.5%
#7🇱🇺 Luxembourg$224 billion3.5%
#8🇰🇾 Cayman Islands$217 billion3.4%
#9🇭🇰 Hong Kong$206 billion3.2%
#10🇧🇪 Belgium$180 billion2.8%
#11🇸🇦 Saudi Arabia$177 billion2.8%
#12🇹🇼 Taiwan$171 billion2.7%

Why does China hold so much of the foreign-owned U.S. debt?

China has accumulated Treasury securities over decades, as part of its strategy to keep its domestic currency from strengthening. Interestingly, the export-heavy nation has reduced its swath of Treasurys in recent months, selling off close to $200 billion of them.

Treasury Holdings China vs. Japan

Although China has $1.11 trillion of Treasurys left in reserve, the general consensus is that dumping all of them at once would destabilize the global financial system, having an equally negative effect on China as well.

That said, with foreign nations holding U.S. debt, such a risk will always exist.

Gimme Shelter

While it’s not surprising to see countries like China, Japan, or Brazil on the list of top foreign debt holders, what are places like the Cayman Islands, Luxembourg, or Ireland doing on the list?

Two simple facts help to explain these anomalies.

Firstly, despite having a population of just 60,000 people, the Cayman Islands is a hedge fund capital with over 10,000 funds domiciled there. Luxembourg makes the list for similar reasons, given that it is the European-based tax shelter equivalent.

Ireland, on the other hand, is the overseas headquarters for many U.S.-based tech giants like Facebook or Alphabet. Apparently, these corporations like to hold their overseas profits in highly-liquid Treasurys, rather than paying a repatriation tax to bring the cash back to American soil.

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