New Zealand's combination of pride and self-doubt means we still seem to crave foreign endorsement. And a report by Brand Finance, which "specialises in brand valuation and strategy, evaluates the financial impact of the image and reputation of the top 100 countries", has given it to us, showing New Zealand sits at number five on the list of healthiest country brands.
As a result of Volkswagen's emissions cheating saga, the Brand Finance report said Germany lost its position as the most powerful nation brand and its value has dropped by $US191 billion, or four percent.
Replacing Germany at the top is Singapore, followed by Switzerland, UAE, Finland and then New Zealand, which increased its brand value by four percent to $200 billion. Branding is all about perception. And New Zealand appears to have a pretty good one, due in large part to the success of our 100% Pure marketing campaign and, more recently, the association with the Lord of the Rings and Hobbit movies. And while some of the inhabitants don't feel that statement is entirely accurate given our patchy environmental record, New Zealand retained its position of 40th on the overall list of most valuable nation brands (surely another per capita victory) and was ranked eighth in terms of the top nation brands for investment.
- Check out the full report here.
Brand strength is different than brand value on this list and the USA tops that in large part due to the country's sheer economic scale.
"Not only is there a large, wealthy market predisposed to ‘buy American’ but also an unrivalled group of established companies and organisations exporting worldwide whose American heritage forms (to a lesser or greater extent) part of their appeal. The US’ world-leading higher education system and the soft power arising from its dominance of the music and entertainment industries are significant contributors too. This soft power will help the US to retain the most valuable nation brand for some time after China’s seemingly imminent rise to become the world’s biggest economy."