Russia’s nation brand value takes $150 billion hit as invasion of Ukraine backfires
Following its invasion of Ukraine, Russia has recorded the largest fall in brand value among all the world’s nation brands this year, down US$144 billion or US$1,000 per person compared to 2021, according to the latest report by leading brand valuation consultancy Brand Finance. The decision to go to war appears to have undermined Russia’s economic standing, as evidenced by the stark nation brand value decline from US$786 billion last year to US$642 billion in 2022. This reflects the damage to commercial brands associated with Russia, to the country’s ability to access capital, as well as to its potential to influence perceptions across the world. … read more
