Luxembourg has received a AAA rating on Visual Capitalist’s ‘The World’s Most Valuable Nation Brands’ list in terms of Brand Strength, placing just behind Germany and gaining 2.1 points on the 2018 ranking.
Singapore heads the table with Switzerland and the Netherlands rounding out the top three.
In regards to the Most Valuable Nation Brands, The U.S sits at the head of the table with China and Germany some way behind.
Despite Brexit uncertainty, the U.K comes in at number five.
Brand Finance, the body behind the data pulling, uses three pillars to calculate a Brand Strength Index (BSI) score:
Goods & Services: Includes factors such as openness to tourism, market size, and trade rules;
Society: Includes factors such as quality of life, corruption, and cultural image;
Investment: Includes items such as talent retention, use of technology, R&D, taxation, and regulation.
The BSI score is then used to calculate a hypothetical royalty rate, and to forecast revenues to ultimately derive a brand value (post-tax revenues discounted to calculate a net present value). This calculation produces the “Brand Value” of a country.
Read the full report here.
