If you had any doubt as to the corporate nature of countries... -Bill
2 DECEMBER 2013 - 9:49AM
POSTED BY JOHN GLENDAY
Britain leapfrogs Japan as world’s 4th most valuable nation brand
Britain has risen to fourth spot in a table of nations holding the most valuable brands thanks in large part to the success of hosting the Olympic Games in 2012 and a positive reception to the ‘Great’ Britain promotional work, according to consultancy firm Brand Finance.
A double whammy from 2012, which saw both the Olympics and Diamond Jubilee celebrations for the Queen, saw Britain rise from fifth spot last year – although it still trails the US, China and Germany in 1sr, 2nd and 3rd spot respectively.
The poll was calculated based on factors such as a country’s attractiveness to talented immigrants, quality of life and projected GDP growth. A valuation based on what a third party would be expected to pay to license the use of such status is then used to form the rankings.
This method values Britain at $2.4bn, an 8 per cent increase on the year before, with the US and China valued at $18bn and $6bn respectively.
Brand Finance chief executive David Haigh, said: “Countries take nation branding seriously and invest in it as if they were a corporate brand. [They] have realised that it can be an economic advantage if you rank high in global perception. [emphasis added by AK]
“Though relatively modest, this represents a strong performance for a developed, and in particular an EU, country.”