South Africa’s brand value vs the world

When it comes to national brand value, South Africa has had a difficult 2015, down 12% since 2014.

This is according to the annual Nation Brands 2015 report by Brand Finance, which ranks South Africa as the 37th most valuable brand in the world – one place down from 2014.

The report focuses on two aspects of country brands – value and strength. Nation Brand value is based on GDP, ie revenues associated with the brand; while Nation Brand strength is determined by performance on dozens of data points across three key ‘pillars’; Goods & Services, Investment and Society.

Overall, the United States has the most valuable brand in the world, valued at $19.7 trillion. But in terms of brand strength, the country is ranked AAA-, below the top AAA countries.

According to Brand Finance, Singapore is the world’s strongest brand, with a AAA rating and a Brand Strength Index (BSI) score of 88.0.

Top 20 most valuable country brands

# Country Brand Value (US$bn) Change
1 United States 19 703 +2%
2 China 6 314 -1%
3 Germany 4 166 -4%
4 United Kingdom 3 010 +6%
5 Japan 2 541 +3%
6 France 2 158 +4%
7 India 2 137 +32%
8 Canada 2 040 -8%
9 Italy 1 445 +12%
10 Australia 1 404 -10%
11 Brazil 1 171 -17%
12 South Korea 1 092 +10%
13 Mexico 1 091 +6%
14 Switzerland 1 024 +6%
15 Netherlands 1 000 -3%
16 Spain 872 +9%
17 Sweden 814 +2%
18 Russia 810 -31%
19 Turkey 668 -11%
20 Poland 566 -6%
37 South Africa 225 -12%

Top 10 countries by brand strength

# Country Brand Value (US$bn) Brand Strength
1 Singapore 412 88.0
2 Switzerland 1 024 85.9
3 United Arab Emirates 403 85.9
4 Finland 289 85.7
5 New Zealand 200 85.6
6 Hong Kong SAR 325 85.4
7 Netherlands 1 000 84.5
8 Luxembourg 60 83.5
9 Qatar 235 82.7
10 Norway 388 82.6

South Africa places a respectable 37th out of 100 countries, but is one of fifteen to see a double digit drop in brand value since 2014.

It’s brand strength has been graded AA- in 2015, which is actually one step up from the A+ in 2014.

South Africa remains the most valuable brand in Africa, followed by Nigeria, which climbed to 41st in 2015, growing 6% to $189 billion.

Iran saw the biggest jump in brand value over the course of the year, climbing 59% in brand value to $159 billion. This is followed by four African nations – Cameroon, Tanzania, Kenya and Zambia – which saw increases of 50%, 44%, 43% and 39%, respectively.

On the opposite side of growth, Ukraine saw the biggest dip in brand value, losing 45% to $114 billion in 2015. This is below Peru, Russia, Honduras and Argentina, which saw a loss of 33%, 31%, 26% and 22%, respectively.

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South Africa’s brand value vs the world