The main results
• Dominican Republic, Costa Rica, Panama and Honduras among the 20 fastest growing country brands according to the latest Brand Finance Nation Brands 2022 report.
• Mexico repeats as the most valuable nation brand in Latin America (US$771 billion) followed by Brazil (US$752 billion) and, far behind, Chile (US$263 billion).
• The value of the brand of USA at $26.5 trillion, it remains No. 1, ahead of China’s $21.5 trillion, while Germany overtakes Japan in No. 3, at $4.5 trillion.
• Brazil has the strongest country brand in the region with a score of 62.5 out of 100, 13% higher than in 2021. Large economies return to the top of the brand strength ranking, with Canada at #1, but it is still below pre-pandemic levels due to international tensions.
• Latin American country brands are recovering. All nations, with the exception of Bolivia, which falls slightly, they increase their brand value.
• The value of the brand Russia has lost almost $150 billion in a year. Ukraine loses US$22 billion due to the Russian invasion, but the global perception of Ukraine increases significantly.
• The value of the world’s top 100 national brands rises 7% to $97.2 trillion, returning to pre-pandemic levels, as the world recovers from COVID-19.
Pilar Alonso Ulloa, Managing Director Iberia (Spain and Portugal) and South America commented: “The growth in value of Latin American nation brands is an indicator of the region’s growth. Corporate brands are one of the growth levers in which we can act in the short term”.
Around the world, the value of national brands has substantially recovered its pre-pandemic values. The total value of the world’s top 100 national brands stands at $97.2 trillion, an increase of 7% from the previous year and only slightly behind the pre-pandemic value of US$98.0 billion in 2019. While the combined value of the world’s top 100 national brands has matched pre-pandemic levelsexactly 50 national brands have increased in value during this period, while the other 50 remain below their pre-COVID-19 crisis valuation.
Source: Ambito
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