Many thought that relations would improve between the two superpowers under Biden’s leadership, following the turbulent Trump years, but this has not been the case thus far. China’s economy was the first to recover – doing so at a meteoric pace - as the only nation to register positive GDP growth at the end of 2020 and growing at record pace in the first quarter of this year.
Both nations have celebrated economic recovery since the outbreak of the pandemic, contributing to their uplift in brand value. Similarly, China saw a 6% uptick in nation brand value to US$19.9 trillion. The US has recorded a 5% brand value increase to US$24.8 trillion in a year that has been marked by great political and economic change with President Joe Biden taking the helm. The United States and China remain in a league of their own, claiming the first and second spot in the ranking, respectively. All the top 10 have recorded a modest uplift in brand value, however, in line with the global trend across the ranking. There has been no movement in the top 10 this year, with each nation retaining its rank from last year. David Haigh, Chairman and CEO, Brand Finance But results are varied, and it may take years for some to recoup lost brand value, creating even greater disparity between the most and least valuable nation brands. We are starting to turn a corner, as the world’s most valuable nation brands begin to return to pre-pandemic brand values. Unlike previous economic crashes, recovery is uneven and is pinned on the combination of initial COVID-19 response strategies and a successful vaccination rollout. At US$90.8 trillion, this year’s total brand value of the top 100 ranking is still 7% lower compared to 2019. The top 100 most valuable nation brands in the world have recorded a 7% increase in brand value since 2020, signalling that recovery is underway from the COVID-19 pandemic.Īlthough this is a positive sign, uncertainty lingers and nation brand values have not reached pre-pandemic levels yet.
Singapore and UAE break monopoly for brand strength as only two non-Western nations at top of ranking.
Australia and New Zealand move into top 10 in strongest nation brands ranking.Switzerland takes title of world’s strongest nation brand from Germany, as world’s largest economies suffer due to poorly perceived COVID-19 responses.In contrast, Myanmar (-26%) and Ethiopia (-22%) are among fastest-falling nation brands as they continue to be ravaged by civil unrest and conflict.Estonia capitalises on digital infrastructure to become fastest-growing nation brand, up 38%.No movements in top 10, US and China remain in league of own in top spot and second, respectively.Total brand value of top 100 in Brand Finance Nation Brands ranking has grown by 7% year on year, but remains lower compared to pre-COVID-19 levels.World’s Top Nation Brands on Road to Recovery with Global Brand Value up 7%
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