品牌价值-国家品牌价值榜2021：中国全球第二（英）-38页_29mb

报告摘要

Summary of Nation Brands 2021

Core Content

The Brand Finance Nation Brands 2021 report provides an annual analysis of the most valuable and strongest nation brands globally, assessing their financial value, brand strength, and the impact of global events on their perception and performance.

Main Findings

Global Recovery: The total brand value of the top 100 nation brands increased by 7% year-on-year, indicating a recovery from the effects of the COVID-19 pandemic, though it is still 7% lower than pre-pandemic levels (2019).
Top Nation Brands: The United States and China retained their positions in the top 10 by brand value, with the US up 4.5% to $24.8 trillion and China up 5.8% to $19.85 trillion.
Brand Strength Rankings: The top 10 in brand strength saw significant changes, with Switzerland taking the lead for the first time, surpassing Germany.
Fastest-Growing Nation Brand: Estonia saw the fastest growth in brand value, up 38%, attributed to its digital infrastructure.
Fastest-Falling Nation Brands: Myanmar and Ethiopia experienced the steepest declines, with drops of 26% and 22%, respectively, due to civil unrest and conflict.
Emerging Markets: Australia and New Zealand moved into the top 10 in brand strength, showing strong pandemic management.
Non-Western Nations: Singapore and UAE broke the Western monopoly in the brand strength ranking, occupying 4th and 11th positions, respectively, due to their strong governance, economic efficiency, and successful international initiatives.
Pandemic Impact: The UK, US, Japan, and France fell out of the top 10 in brand strength due to poor perceptions of their pandemic responses, despite retaining their positions in brand value rankings.
Brand Strength Index (BSI): The BSI methodology incorporates global perceptions of nation brands, including domestic and international views, and is supported by the Global Soft Power Index.

Key Information

Brand Finance is the leading brand valuation consultancy, known for its technical credibility and comprehensive research.
The report includes insightful analyses, such as the impact of global events on nation brands, brand management strategies, and comparative studies between countries.
The Brand Strength Index is a critical tool for understanding how nations are perceived globally, which affects soft power, investments, and international trade.
Estonia and Switzerland are highlighted for their digital-first and resilient governance models, respectively, serving as role models for other nations.
The UAE and Singapore are praised for their economic diversification and positive international perceptions, particularly in Education & Science and Business & Trade.
Myanmar, Ethiopia, and Brazil are noted for significant declines in brand value due to internal instability and economic disruption.

Conclusion

The 2021 Nation Brands report underscores the resilience and recovery of global nation brands post-pandemic, with Switzerland emerging as the strongest. It also highlights the divergence in brand strength and the importance of effective nation brand management in shaping international perceptions and economic outcomes. The report encourages governments, businesses, and international organizations to focus on strategic brand management to maintain and enhance their global standing.