Published on 08.10.2018
The effect of a country’s national image on the brands based there and the economy
as a whole is now widely acknowledged. In a global marketplace, it is one of the
most important assets of any state, encouraging inward investment, adding value to
exports, and attracting tourists and skilled migrants. The Brand Finance Nation Brands
report shows the benefits that a strong nation brand can confer, but also the economic
damage that can be wrought by global events and poor nation brand management.
"As Donald Trump approaches the start of his third year at the White House, in the longer run, negative perceptions of his personal brand have turned out to have little impact on the nation brand as a whole. Rather, the new free-market policies have resonated with business leaders and the economy is growing, driving an improvement in America’s brand strength and brand value alike."
David Haigh, CEO of Brand Finance