Which country has the most valuable national brand?
![](https://assets.weforum.org/article/image/large_BwN339quLNWMV52B_LIW1nMykJ_NY0qy_Wp-APdpy_Y.jpg)
The US has the most valuable national brand, according to a new report from fDiIntelligence, a division of the Financial Times dealing with global foreign direct investment trends.
The report, produced in conjunction with Brand Finance, assesses 100 economies on the strength and value of their national brands. Their method assesses a nation’s brand strength based on three pillars – investment, society and goods and services – before using forecast revenues to assign a brand value. The following chart uses their data to show the top 10 most valuable national brands.
The report attributes the US’s place at the top of the ranking to the country’s economic power – the international desire for American goods and services and the large number of renowned international organisations whose appeal is, in part, based on their US heritage. A strong education system and globally dominant entertainment industry also helped the US clinch first position.
Second and third places go to China and Germany. The list has a global feel with a mix of established and developing economies. The UK, France and Italy all feature, in addition to Canada, Australia, Japan and India.
To keep up with the Agenda subscribe to our weekly newsletter.
Author: Joe Myers is a Digital Content Producer at Formative Content.
Image: Morning commuters are seen outside the New York Stock Exchange, July 30, 2012. REUTERS/Brendan McDermid.
Don't miss any update on this topic
Create a free account and access your personalized content collection with our latest publications and analyses.
License and Republishing
World Economic Forum articles may be republished in accordance with the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License, and in accordance with our Terms of Use.
The views expressed in this article are those of the author alone and not the World Economic Forum.
The Agenda Weekly
A weekly update of the most important issues driving the global agenda
You can unsubscribe at any time using the link in our emails. For more details, review our privacy policy.