brand finance nation brands report 2014
BRAND FINANCE
Executive summary
NATION BRANDS
®
THE ANNUAL REPORT ON NATION BRANDS | DECEMBER 2014
Referendum
Relief, Sporting
Spectacles &
Costly Conflict
2 | BRAND FINANCE® NATION BRANDS | DECEMBER 2014
Introduction
Foreword
David Haigh, CEO Brand Finance plc
‘
The states of the 21st century are participants in a global marketplace, with intense competition for tourists, students, the best workers and investment. 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.
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.
’
Contents
3
Methodology
4-7 Executive Summary
8-11 Key Findings - 2014
12-15 Feature Article – Nation
Branding Is Essential But
Not An Easy Ride
16-17 Full Results - 2014
18-21 Improving Your Nation Brand
22 Contact
23 Glossary
Brand Finance is an independent global business focused on advising strongly branded organisations on how to maximize value through the effective management of their brands and intangible assets.
Since it was founded in 1996, Brand
Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.
Tel: +44 (0) 207 389 9400
Fax: +44 (0) 207 389 9401 www.brandfinance.com enquiries@brandfinance.com
DECEMBER 2014 | BRAND FINANCE® NATION BRANDS | 3
Methodology
The Brand Finance Nation Brands measures the strength and value of the nation brands of 100 leading countries using a method based on the royalty relief mechanism that Brand Finance uses to value the world’s largest companies.
The report provides each country with a measure of its brand strength in addition to its nation brand value.
Step 1a –
Executive summary
NATION BRANDS
®
THE ANNUAL REPORT ON NATION BRANDS | DECEMBER 2014
Referendum
Relief, Sporting
Spectacles &
Costly Conflict
2 | BRAND FINANCE® NATION BRANDS | DECEMBER 2014
Introduction
Foreword
David Haigh, CEO Brand Finance plc
‘
The states of the 21st century are participants in a global marketplace, with intense competition for tourists, students, the best workers and investment. 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.
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.
’
Contents
3
Methodology
4-7 Executive Summary
8-11 Key Findings - 2014
12-15 Feature Article – Nation
Branding Is Essential But
Not An Easy Ride
16-17 Full Results - 2014
18-21 Improving Your Nation Brand
22 Contact
23 Glossary
Brand Finance is an independent global business focused on advising strongly branded organisations on how to maximize value through the effective management of their brands and intangible assets.
Since it was founded in 1996, Brand
Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.
Tel: +44 (0) 207 389 9400
Fax: +44 (0) 207 389 9401 www.brandfinance.com enquiries@brandfinance.com
DECEMBER 2014 | BRAND FINANCE® NATION BRANDS | 3
Methodology
The Brand Finance Nation Brands measures the strength and value of the nation brands of 100 leading countries using a method based on the royalty relief mechanism that Brand Finance uses to value the world’s largest companies.
The report provides each country with a measure of its brand strength in addition to its nation brand value.
Step 1a –