As with companies, branding is also a crucial factor in determining the success of countries: A destination with a strong, recognized brand with a good reputation more easily attracts investment, tourism and professional talent, generates international demand for its products and services, is more competitive on international markets and produces economic prosperity. And, as with those of companies, nation brands also have an economic value: the higher it is, the greater its positive impact on the country’s economy.
The positioning of nation brands is explored by brand consultancy group BrandFinance, in its annual ranking of the 100 countries with the most valuable brands, which analyses the impact that a country’s image and reputation has on consumers and foreign investors. Each nation brand is attributed a rating that expresses its market strength, which, as for financial products, may range from AAA (very strong) to DDD (failing): consisting of a series of political, economic and demographic indicators, the rating then forms the basis on which, together with GDP forecasts for the next five years, the value of the nation brand is calculated.
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