2021-11-25-品牌价值-国家品牌价值榜2021_中国全球第二（英）_38页_29mb

Nation Brands 2021 Annual Report Summary

Key Highlights

1. Global Growth: The combined brand value of the top 100 nation brands increased by 7% (2020 to 2021), reaching $90.8 trillion, though still below pre-COVID-19 levels ($98.6 trillion in 2019).
2. Top Nation Brands:
   • United States and China retained first and second positions, valued at $24.8 trillion and $19.9 trillion, respectively.
   • Estonia was the fastest-growing nation brand, increasing 38% in brand value due to its digital infrastructure.
   • Myanmar and Ethiopia experienced the steepest declines (-26% and -22%), hampered by civil unrest.
3. COVID-19 Response:
   • Finland, Japan, and New Zealand were among the best-ranked due to effective pandemic management.
   • The United States ranked last (105th) in the Global Soft Power Index for its COVID-19 handling, falling 20 places.
4. Soft Power Rankings:
   • Germany moved up to 4th in Brand Strength Index (BSI) with an 82.6/100 score, tying with Singapore and Finland.
   • Switzerland remained the strongest nation brand with a BSI score of 83.3 and a AAA credit rating.
5. Alliances: The UAE climbed to 11th in BSI, exceeding the UK and US, fueled by Expo 2020 and economic diversification.

Methodology

• Valuation: Uses the royalty relief model to assess nation brands based on GDP contribution, stakeholder perceptions, and governance.
• Global Soft Power Index: Surveys over 75,000 respondents globally to measure familiarity, reputation, and influence.
• Country-Specific Spotlight: Country spotlight chapters analyze soft power, tourism branding (e.g., Estonia and Vietnam), and resilience post-COVID-19.

Conclusion

The report emphasizes that collaboration, effective crisis management, and strategic branding are critical for national economic recovery. Nation brands with strong digital infrastructure and inclusive policies (e.g., Estonia, UAE) lead in resilience and growth.