2017国家品牌报告（英文版）_13页-6mb

Nation Brands 2017 Summary

Core Content

The Nation Brands 2017 report by Brand Finance provides an in-depth analysis of the global value of nation brands, emphasizing their economic and strategic importance. It highlights how a strong national brand can attract foreign direct investment (FDI), boost exports, and enhance tourism. The report also discusses the evolving dynamics of global power, the role of nation branding in managing economic and political challenges, and the effectiveness of branding strategies in different regions.

Main Trends and Key Findings

• Global Shift from West to East: The report notes a significant shift in the global balance of power, with Asia emerging as a dominant force. China is leading this transformation, rapidly narrowing the gap with the United States.
• China's Rise: China's nation brand value grew by 44% year-on-year, reaching $10.2 trillion, making it the fastest-growing nation brand of 2017. It is now the second most valuable nation brand, trailing only the US.
• United States Stagnation: Despite its current position as the most valuable nation brand at $21.1 trillion, the US has seen 2% growth, which is relatively slow compared to other regions. Perceptions of unpredictability under Trump's leadership have affected its global image.
• Europe's Mixed Performance: While some European nations like Iceland, Cyprus, Spain, and Greece have shown strong growth (up to 57%), others like Germany, the Netherlands, and the UK have seen stagnation or decline. The UK's brand value remains at $3.1 trillion, but its future is uncertain due to Brexit.
• Asia's Growth Momentum: Countries like Vietnam, the Philippines, Thailand, and South Korea have shown impressive growth rates (between 37% - 43%), indicating a strong economic and brand development trajectory.
• Tourism as a Nation Brand: The report highlights how nations can be viewed as tourism brands, with examples like Iceland and South Africa leveraging their unique attractions to boost brand value and economic activity.
• Measurement and Strategy: Effective nation branding requires understanding investor and consumer needs, as well as strategic measurement and communication of key metrics such as ease of doing business, stability, and market size.

Expert Insights

Attracting Green Field Investment

• Key Drivers for Investors: Political and economic stability, geographic location, market size, skilled labor, and ease of doing business are critical in attracting FDI.
• Mexico's Strategy: Mexico successfully leveraged its proximity to the US and a large population to enhance its brand appeal. It also focused on improving the ease of doing business, which significantly influenced investor decisions.

Nation Brand Strength and M&A

• M&A and Nation Brand Correlation: Strong nation brands are associated with increased M&A activity. For example, the UK's declining brand value post-Brexit is linked to reduced foreign investment.
• Eastern Europe: Countries like Romania and Bulgaria have weaker nation brands compared to their Western counterparts, affecting their M&A potential.

Opportunities for Asian Products

• Geographical Indications (GI): Protecting the source of origin for unique Asian products (e.g., Ceylon tea, Vietnam coffee, and South Korea's tech industry) is crucial for maintaining and enhancing their value.
• Global Appeal: Asian products are gaining recognition in global markets, especially in the food and beverage sectors. The report suggests that better branding can help these products compete with cheaper alternatives.

Nations as Tourism Brands

• Tourism as a Branding Tool: Nations like Iceland and South Africa are using tourism to enhance their brand image. Iceland's tourism industry has seen a 59% increase in visitors in the first two months of 2017, driven by its association with Game of Thrones.
• Challenges in Africa: Despite its diversity, Africa faces challenges in branding itself as a tourism destination due to political instability, economic disparities, and negative perceptions.

Key Statistics

Conclusion

The report underscores the importance of nation branding in the global economy, emphasizing that it is not just a matter of national pride but a strategic tool for economic growth. As the world becomes more competitive and interconnected, nations must invest in branding to remain attractive to investors, tourists, and consumers. The report also highlights the growing influence of Asian nations and the need for European countries to adapt and improve their brand strategies to remain relevant in a changing global landscape.