Brand USA ‘most valuable’ at $19 trillion

US — A report on the world’s 100 leading ‘nation brands’ has revealed the US as the world’s most valuable nation brand, with a $19.3 trillion brand value.

The annual Brand Finance report looks at the world’s leading nation brands and the impact that a country’s reputation and image has on governments, investors, students and consumers. It uses a method based on the royalty relief mechanism that Brand Finance uses to value companies.

This year’s report revealed the US remains the world’s most valuable nation brand with a total nation brand value of $19.3 trillion, while China ($6.4bn), Germany ($4.4bn) and the UK ($2.8bn) retain their second, third and fourth place positions from last year.

Germany has been revealed as the strongest nation brand (UK lies in fifth) and Qatar is the fastest growing.

“The results of this year’s Brand Finance Nation Brands report show the advantages that a strong nation brand can confer; the effect of a country’s image on the brands based there and the economy as a whole makes a nation brand the most important asset of any state,” said Brand Finance CEO David Haigh. “Governments, trade bodies and businesses must take steps to ensure that their nation brand is strategically appropriate, well-managed and regularly monitored in order to maximise the benefits.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts