Have you wondered how much a state is worth? The answer comes from the British company Вrаnd Fіnаnсе. For another year in a row it has compiled a ranking of brands and has published a list with country “prices”.

The criteria

The nation brand is the most important asset of every country in today’s global world, according to Brand Finance​. It encourages investments, adds value to exports and attracts tourists. The report also identifies the consequences of the economic damage that can be caused by global developments and poor management of the nation brand.

Who are the best performers?

On top of this year’s ranking is the United States of America. Its brand has been estimated at 25.899 trillion US dollars, and has increased its value by 23% on 2017. This suggests that the US economy has been growing at a fast rate and this growth is expected to continue in the coming months, Brand Finance has noted. Apart from the Gross Domestic Product, sales, contracts in construction, exports of automobiles and other growth indexes are telltale that the US economy is living through a veritable boom. In addition, duties levied by USA have added to an even more favorable business environment.

The USA is followed by China whose brand is worth 12.779 trillion dollars coupled with 25% in growth. The ranking continues with the nation brands of Germany, the United Kingdom, Japan, France, Canada, Italy, India and South Korea. Russia is 18th with a nation brand estimated at 830 billion dollars but with zero growth.

The Balkans

Turkey is 34th going down 10 notches compared to 2017. It has been “priced” at 382 billion dollars, showing also a drastic decline of 33%. Greece is ranked 59th with 87 billion dollars and 8% in growth. Slovenia has seen spectacular growth – as much as 29%, and is placed 62nd. Croatia is 77th with 24% in growth. Serbia is 80th growing 17%, and Macedonia, like in previous years, has not been included in the Brand Finance ranking for the most expensive nation brands worldwide. 

How does Bulgaria fare?

According to the ranking, brand Bulgaria has been priced at precisely 54 billion dollars. In 2018, it ranks 70th from among 100 countries and is 15% up on 2017 when it placed 74th and was evaluated at 47 billion dollars. This country follows closely Guatemala and Morocco.

Compiled by Manuel Savov

English Daniela Konstantinova