{"id":102493,"date":"2015-10-28T19:30:34","date_gmt":"2015-10-28T17:30:34","guid":{"rendered":"http:\/\/businesstech.co.za\/news\/?p=102493"},"modified":"2015-10-28T17:00:54","modified_gmt":"2015-10-28T15:00:54","slug":"south-africas-brand-value-vs-the-world-2","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/trending\/102493\/south-africas-brand-value-vs-the-world-2\/","title":{"rendered":"South Africa’s brand value vs the world"},"content":{"rendered":"

When it comes to national brand value, South Africa has had a difficult 2015, down 12% since 2014.<\/p>\n

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.<\/p>\n

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 \u2018pillars\u2019; Goods & Services, Investment and Society.<\/p>\n

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.<\/p>\n

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.<\/p>\n

Top 20 most valuable country brands<\/h3>\n
\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
#<\/th>\nCountry<\/th>\nBrand Value (US$bn)<\/th>\nChange<\/th>\n<\/tr>\n
1<\/td>\nUnited States<\/td>\n19 703<\/td>\n+2%<\/span><\/td>\n<\/tr>\n
2<\/td>\nChina<\/td>\n6 314<\/td>\n-1%<\/span><\/td>\n<\/tr>\n
3<\/td>\nGermany<\/td>\n4 166<\/td>\n-4%<\/span><\/td>\n<\/tr>\n
4<\/td>\nUnited Kingdom<\/td>\n3 010<\/td>\n+6%<\/span><\/td>\n<\/tr>\n
5<\/td>\nJapan<\/td>\n2 541<\/td>\n+3%<\/span><\/td>\n<\/tr>\n
6<\/td>\nFrance<\/td>\n2 158<\/td>\n+4%<\/span><\/td>\n<\/tr>\n
7<\/td>\nIndia<\/td>\n2 137<\/td>\n+32%<\/span><\/td>\n<\/tr>\n
8<\/td>\nCanada<\/td>\n2 040<\/td>\n-8%<\/span><\/td>\n<\/tr>\n
9<\/td>\nItaly<\/td>\n1 445<\/td>\n+12%<\/span><\/td>\n<\/tr>\n
10<\/td>\nAustralia<\/td>\n1 404<\/td>\n-10%<\/span><\/td>\n<\/tr>\n
11<\/td>\nBrazil<\/td>\n1 171<\/td>\n-17%<\/span><\/td>\n<\/tr>\n
12<\/td>\nSouth Korea<\/td>\n1 092<\/td>\n+10%<\/span><\/td>\n<\/tr>\n
13<\/td>\nMexico<\/td>\n1 091<\/td>\n+6%<\/span><\/td>\n<\/tr>\n
14<\/td>\nSwitzerland<\/td>\n1 024<\/td>\n+6%<\/span><\/td>\n<\/tr>\n
15<\/td>\nNetherlands<\/td>\n1 000<\/td>\n-3%<\/span><\/td>\n<\/tr>\n
16<\/td>\nSpain<\/td>\n872<\/td>\n+9%<\/span><\/td>\n<\/tr>\n
17<\/td>\nSweden<\/td>\n814<\/td>\n+2%<\/span><\/td>\n<\/tr>\n
18<\/td>\nRussia<\/td>\n810<\/td>\n-31%<\/span><\/td>\n<\/tr>\n
19<\/td>\nTurkey<\/td>\n668<\/td>\n-11%<\/span><\/td>\n<\/tr>\n
20<\/td>\nPoland<\/td>\n566<\/td>\n-6%<\/span><\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
37<\/td>\nSouth Africa<\/td>\n225<\/td>\n-12%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n<\/div>\n

Top 10 countries by brand strength<\/h3>\n
\n
\n\n\n\n\n\n\n\n\n\n\n\n\n
#<\/th>\nCountry<\/th>\nBrand\u00a0Value (US$bn)<\/th>\nBrand Strength<\/th>\n<\/tr>\n
1<\/td>\nSingapore<\/td>\n412<\/td>\n88.0<\/td>\n<\/tr>\n
2<\/td>\nSwitzerland<\/td>\n1 024<\/td>\n85.9<\/td>\n<\/tr>\n
3<\/td>\nUnited Arab Emirates<\/td>\n403<\/td>\n85.9<\/td>\n<\/tr>\n
4<\/td>\nFinland<\/td>\n289<\/td>\n85.7<\/td>\n<\/tr>\n
5<\/td>\nNew Zealand<\/td>\n200<\/td>\n85.6<\/td>\n<\/tr>\n
6<\/td>\nHong Kong SAR<\/td>\n325<\/td>\n85.4<\/td>\n<\/tr>\n
7<\/td>\nNetherlands<\/td>\n1 000<\/td>\n84.5<\/td>\n<\/tr>\n
8<\/td>\nLuxembourg<\/td>\n60<\/td>\n83.5<\/td>\n<\/tr>\n
9<\/td>\nQatar<\/td>\n235<\/td>\n82.7<\/td>\n<\/tr>\n
10<\/td>\nNorway<\/td>\n388<\/td>\n82.6<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n<\/div>\n

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.<\/p>\n

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

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

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.<\/p>\n

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.<\/p>\n

More on South Africa<\/h3>\n

Top 10 countries doing business in South Africa<\/a><\/strong><\/p>\n

South Africa has fallen on tough economic times \u2013 and it might get worse<\/a><\/strong><\/p>\n

Business confidence tanks in South Africa<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

When it comes to national brand value, South Africa has had a troubling 2015, having lost 12% of its value since 2014.<\/p>\n","protected":false},"author":10,"featured_media":70463,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2895,2024,26],"class_list":["post-102493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trending","tag-brand","tag-brand-finance","tag-headline"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/102493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=102493"}],"version-history":[{"count":3,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/102493\/revisions"}],"predecessor-version":[{"id":102509,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/102493\/revisions\/102509"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/70463"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=102493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=102493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=102493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}