The top 100 most valuable nation brands in the world have suffered a monumental loss to their brand value because of the COVID-19 pandemic, amounting to US$13.1 trillion, according to the latest report by Brand Finance.
The US and China remain a cut above the rest, claiming first and second position in this year’s ranking, recording brand values of US$23.7 trillion and US$18.8 trillion respectively.
Long-standing leader the US, has recorded a 14% brand value loss to US$23.7 trillion, following yet another turbulent year.
Unlike the US, China’s brand value has managed to remain largely stable, recording only a modest 4% drop this year.
Japan has fared relatively better than its counterparts, recording a modest 6% brand value loss to US$4.3 trillion, and inching up to claim third spot in the ranking.
Germany stands in the fourth place, with a brand value of $3,813 bn, down -21.5% y-o-y. The UK has retained fifth position, following a 14% brand value decrease to US$3.3 trillion.
Ireland has bucked the negative trend this year as the only nation brand in the top 20 to record a positive brand value growth, up 11% to US$670 billion.
Vietnam is the fastest-growing nation brand in this year’s ranking, its brand value skyrocketing 29% to US$319 billion.
How CEE countries rank in Nation Brands 2020
Poland is the most valuable nation brand in the CEE, ranking 22.
Austria ranks on the 26th place, Czechia on 34, Romania 49, Hungary 50, Greece 54, Slovakia 56, Slovenia 59, Bulgaria 66, Lithuania 71, Serbia 74, Croatia 76, Latvia 80, Estonia 82.