What is brand valuation and its significance
National branding is an important tool for the development and image of the state. It influences the position of the state on the world arena and introduces its products. This is what makes the goods and services of one country recognizable in another. That is why the evaluation of a state’s brand is important from the economic and political point of view, and its changes provide experts with information about changes in the world as a whole.
Analysts of Brand Finance company presented the results of the study of this indicator for a number of countries. The U.S. brand has grown by 7.2% this year, it is estimated at $27.751 trillion, while China added as much as 40.5% to $19.486 trillion. Germany has slightly lost in price, by 5.7%, to $4.855 trillion. These countries hold leading positions in the rating.
The brand assessment took into account GDP indicators, political processes and development of social infrastructure in the country, trade relations, tourism and attractiveness in terms of investment. The study was conducted for both emerging and developed economies. In the first group, brand value increased on average by 13.9%, while in the second group – by 0.4%.
In comparison with the previous year, a number of countries have changed their positions. Japan rose from fifth place to fourth, its brand became more expensive by 26% $4.533 trillion. Great Britain, on the other hand, fell to the fifth position, despite the fact that it became more expensive by 2.7% $3.851 trillion. France has remained on the 6th position, although it has lost 4% to $3.097 trillion in price.
India has shown excellent results for the current year. It rose by two points – from ninth to seventh position. Its brand has added 18.7% and is now valued at $2.562 trillion. Canada has lost 1.8% and is worth $2.183 trillion. South Korea has moved to the ninth place from the tenth position. Its brand was estimated at $2.135 trillion with an increase of 6.7%. Italy fell in price by 4.7%, its value – $2.11 trillion, which corresponds to position 10 instead of last year’s 8.
As for Russia and the CIS countries, Russia added to the price, which allowed it to rise from 18th place to 14th. Ukraine holds 56th position against last year’s 58th. Kazakhstan showed a good result when assessing the brand. Last year it was in 51st position, and this year it was in 44th position. Turkmenistan from 86th to 79th place, and Azerbaijan took last year’s place, although before that it was 4 positions higher.