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%|
|4||United Kingdom||3 010||+6%|
|12||South Korea||1 092||+10%|
Top 10 countries by brand strength
|#||Country||Brand Value (US$bn)||Brand Strength|
|3||United Arab Emirates||403||85.9|
|6||Hong Kong SAR||325||85.4|
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.