Brand Finance‘s “Nation Brands 2020” [https://lnkd.in/dG74TTf], which was published last week, offer the most updated snapshot over the value of national brands, globally.

Allegedly, Covid-19 has wiped over US$ 13 trillion off top 100 National Brands value, and the top 10 countries lost an average of 14 percentage point.

Here’s the top 10:

1. United States =
2. China =
3. Japan +1
4.Germany -1
5. United Kingdom =
6. France =
7. India =
8. Canada =
9. Italy +1
10. South Korea -1

Italy overtakes South Korea 9th place globally, and Germany loses the third position to Japan.

Vietnam, a country I am a particular fan of, goes up 29% and shows the as fastest growth rate globally.

Also, BF has (for the first time?) published a “Global Soft Power Index 2020“, with a very detailed methodology. This index seems to somehow rival the World-famous Softpower30.

In this chart, Italy is 11th globally.

I’ll have a look in detail and write a post only about this.