The Most Valuable Nation Brands of 2018

Branding is an important part of business, and even nations seek to brand themselves. Countries aim to enhance their reputations for both economic reasons and international relations.

According to branding consultancy company Brand Finance, the effect of a country's national image on the brands based there and the economy as a whole is one of the most important assets of any state in this global marketplace. Nation branding adds value to exports, attracts tourists and draws skilled migrants.

For their 2018 report on the value of nation brands, Brand Finance measures the strength and value of the nation brands of 100 leading countries using a method based on the royalty relief mechanism employed to value the world's largest companies, meaning, the price a company would pay to license the brand.

Brand Finance determines the strength of a brand by performance on dozens of data points across three key pillars, including goods & services, investment, and society. They then value the brand based on the royalty relief method.

Based on Brand Finance's Nation Brands 2018 report, released in October, these are the world's most valuable nation brands.

1. United States
1. United States

1. United States

Brand Value: $25.9 trillion

Change from 2017: +23%

Topping the table as the world's most valuable nation brand, the U.S.'s brand value has gone up 23% over the past year to $25.9 trillion, according to the Brand Finance report.

Photo: Shutterstock

2. China
2. China

2. China

Brand Value: $12.78 trillion

Change from 2017: +25%

China performs well despite the prospects of a protracted trade war with the U.S., displaying the established robustness of the Chinese economy, the report says. Pictured is downtown Shanghai.

Photo: LMspencer / Shutterstock

3. Germany
3. Germany

3. Germany

Brand Value: $5.15 trillion

Change from 2017: +28%

The fastest-growing brand in the top 50, Germany has seen a 28% brand value jump to $5.1 trillion over the past year. This has solidified the country's position as Europe's most valuable nation brand and the world's third.

Photo: 360b / Shutterstock

4. United Kingdom
4. United Kingdom

4. United Kingdom

Brand Value: $3.75 trillion

Change from 2017: +20%

A healthy economy and forecasts of positive growth indicate Britain's resilience in the face of Brexit, the report says. The U.K.'s nation brand has recorded a solid 20% growth year-over-year to $3.8 trillion, replacing Japan in fourth place.

Photo: Respiro / Shutterstock

5. Japan
5. Japan

5. Japan

Brand Value: $3.6 trillion

Change from 2017: +5%

Photo: Shutterstock

6. France
6. France

6. France

Brand Value: $ 3.22 trillion

Change from 2017: +9%

Photo: Shutterstock

7. Canada
7. Canada

7. Canada

Brand Value: $2.22 trillion

Change from 2017: +8%

Photo: Shutterstock

8. Italy
8. Italy

8. Italy

Brand Value: $2.21 trillion

Change from 2017: +9%

Photo: YuG / Shutterstock

9. India
9. India

9. India

Brand Value: $2.16 trillion

Change from 2017: +5%

Photo: reddees / Shutterstock

10. South Korea
10. South Korea

10. South Korea

Brand Value: $2 trillion

Change from 2017: +8%

Above, the the busy streets of the Insadong entertainment district in Seoul.

Photo: AsiaTravel / Shutterstock

11. Australia
11. Australia

11. Australia

Brand Value: $1.67 trillion

Change from 2017: +11%

Photo: Shutterstock

12. Spain
12. Spain

12. Spain

Brand Value: $1.61 trillion

Change from 2017: +14%

Photo: Shutterstock

13. Netherlands
13. Netherlands

13. Netherlands

Brand Value: $1.19 trillion

Change from 2017: +18%

Photo: Harry Beugelink / Shutterstock

14. Mexico
14. Mexico

14. Mexico

Brand Value: $1.07 trillion

Change from 2017: +2%

Photo: Aleksandar Todorovic / Shutterstock

15. Switzerland
15. Switzerland

15. Switzerland

Brand Value: $973 billion

Change from 2017: -4%

Photo: Shutterstock

16. Indonesia
16. Indonesia

16. Indonesia

Brand Value: $848 billion

Change from 2017: 0%

Above, children celebrate Indonesia's independence day in Yogyakarta.

Photo: Adi Wijayanto / Shutterstock

17. Brazil
17. Brazil

17. Brazil

Brand Value: $840 billion

Change from 2017: +5%

Photo: Shutterstock

18. Russia
18. Russia

18. Russia

Brand Value: $830 billion

Change from 2017: 0%

Photo: Shutterstock

19. Sweden
19. Sweden

19. Sweden

Brand Value: $749 billion

Change from 2017: +7%

Photo: Shutterstock

20. United Arab Emirates
20. United Arab Emirates

20. United Arab Emirates

Brand Value: $707 billion

Change from 2017: +19%

Photo: Shutterstock

21. Saudi Arabia
21. Saudi Arabia

21. Saudi Arabia

Brand Value: $677 billion

Change from 2017: +18%

Photo: Shutterstock

22. China (Taiwan)
22. China (Taiwan)

22. China (Taiwan)

Brand Value: $675 billion

Change from 2017: +8%

Photo: weniliou / Shutterstock

23. Poland
23. Poland

23. Poland

Brand Value: $654 billion

Change from 2017: +14%

Photo: Juli Scalzi / Shutterstock

24. Belgium
24. Belgium

24. Belgium

Brand Value: $643 billion

Change from 2017: +17%

Photo: Philip Bird LRPS CPAGB / Shutterstock

25. Norway
25. Norway

25. Norway

Brand Value: $595 billion

Change from 2017: +8%

Photo: Shutterstock

26. Austria
26. Austria

26. Austria

Brand Value: $577 billion

Change from 2017: +19%

Above, pianist SoRyang plays at Stefansplatz in Vienna in 2012.

Photo: Sam DCruz / Shutterstock

27. Ireland
27. Ireland

27. Ireland

Brand Value: $538 billion

Change from 2017: +26%

Photo: Jon Chica / Shutterstock

28. Singapore
28. Singapore

28. Singapore

Brand Value: $530 billion

Change from 2017: +14%

Though it's at No. 28 in brand value, according to Brand Finance's evaluation of brand strength, Singapore has the world's strongest nation brand. A strong nation brand denotes a highly attractive environment for investment, the report says.

Photo: Richie Chan / Shutterstock

29. Philippines
29. Philippines

29. Philippines

Brand Value: $524 billion

Change from 2017: +12%

Photo: Shutterstock

30. Malaysia
30. Malaysia

30. Malaysia

Brand Value: $523 billion

Change from 2017: +7%

Photo: Shutterstock

Advertisement

More from Politics

What Is Balance of Trade and Why Is It Important for 2019?

What Is Balance of Trade and Why Is It Important for 2019?

Watch Dollar Valuations as the ECB's Mario Draghi Talks QE: Market Recon

Watch Dollar Valuations as the ECB's Mario Draghi Talks QE: Market Recon

Wednesday Wrap-Up: Roku Rebounds, Tesla Ships

Wednesday Wrap-Up: Roku Rebounds, Tesla Ships

Jim Cramer: Here's Why the Market Rallied

Jim Cramer: Here's Why the Market Rallied

Amazon Representative Addresses the Economic Impact of HQ2 on New York City

Amazon Representative Addresses the Economic Impact of HQ2 on New York City