In 2021, Switzerland was found to be the strongest nation brand with a score of 83.3 points. Germany, which led the ranking in 2020, fell to position five. The United Kingdom, the United States, France, and Japan dropped out of the top 10, whereas Australia and New Zealand entered.
Strongest nation brands worldwide in 2021
(index score)
A country's BSI score is combined with GDP data to arrive at the nation brand value- Looking at the BSI in isolation can therefore in some ways be seen to be the truest reflection of government's guidance of their nation's brands as the inherent GDP advantage of larger countries is removed. The Brand Finance Nation Brands measures the strength and value of the nation brands of leading countries using a method based on the royalty relief mechanism that Brand Finance uses to value the world's largest companies. The report provides each nation brand with a measure of its brand strength and a valuation of its brand value.
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