All the top 10 have recorded a modest uplift in brand value, however, in line with the global trend across the ranking. There has been no movement in the top 10 this year, with each nation retaining its rank from last year. David Haigh, Chairman and CEO, Brand Finance But results are varied, and it may take years for some to recoup lost brand value, creating even greater disparity between the most and least valuable nation brands. We are starting to turn a corner, as the world’s most valuable nation brands begin to return to pre-pandemic brand values.
Unlike previous economic crashes, recovery is uneven and is pinned on the combination of initial COVID-19 response strategies and a successful vaccination rollout. At US$90.8 trillion, this year’s total brand value of the top 100 ranking is still 7% lower compared to 2019. The top 100 most valuable nation brands in the world have recorded a 7% increase in brand value since 2020, signalling that recovery is underway from the COVID-19 pandemic.Īlthough this is a positive sign, uncertainty lingers and nation brand values have not reached pre-pandemic levels yet.
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