In today’s globalised world, nation branding, and the building and promotion of strong national images, is increasingly important. Talents and capital are increasingly mobile, and a strong national brand can have a very positive impact on its development.
5th strongest national brand
Independent brand valuation agency Brand Finance has recently published its 2019 Nation Brands Report, which attempts to quantify the reputations of various countries around the world. Luxembourg is ranked 5th on the report’s Brand Strength Index and improves its score from 2018. It follows closely behind Singapore, Switzerland, the Netherlands and Germany, is ahead of notably Japan and the US that also make it to the top 10.
The calculation of the Brand Strength Index is based on three pillars:
- Goods and services: openness to tourism, market size, trade rules, etc.
- Society: quality of life, corruption, cultural image, etc.
- Investment: talent retention, use of technology, R&D, taxation, regulation, etc.
Photo: © Luxinnovation/Sabino Parente