Italy's brand value up 208 billion in 2021

Italy’s brand value up 208 billion in 2021

Italy’s brand value up 208 billion in 2021

 

As Brand Finance reports, Italy’s overall brand value went up 208 billion in 2021.

The total brand value of Bel Paese has grown from 1.776.156 million in 2020, to 1.984.997 million in 2021, i.e. a good 11.7%.

Italy holds the 9th position worldwide in this special ranking, ahead of South Korea, and below Canada. In substance, the whole top 10 goes unchanged, though all listed countries gain value as far as their brand value is concerned.

“The top 100 most valuable nation brands in the world have recorded a 7% increase in brand value since 2020, signalling that recovery is underway from the COVID-19 pandemic.

“Although this is a positive sign, uncertainty lingers and nation brand values have not reached pre-pandemic levels yet. At US$90.8 trillion, this year’s total brand value of the top 100 ranking is still 7% lower compared to 2019.

Other remarkable points of the report are:

  • Total brand value of top 100 in Brand Finance Nation Brands ranking has grown by 7% year on year but remains lower compared to pre-COVID-19 levels
  • No movements in top 10, US and China remain in a league of own in top spot and second, respectively
  • Estonia capitalises on digital infrastructure to become the fastest-growing nation brand, up 38%
  • In contrast, Myanmar (-26%) and Ethiopia (-22%) are among the fastest-falling nation brands as they continue to be ravaged by civil unrest and conflict
  • Switzerland takes the title of world’s strongest nation brand from Germany, as the world’s largest economies suffer due to poorly perceived COVID-19 responses
  • Australia and New Zealand move into top 10 in strongest nation brands ranking
  • Singapore and UAE break monopoly for brand strength as only two non-Western nations at top of the ranking

 

Here’s the list of the top 10 valued country brands worldwide, according to Brand Finance:

 

1 UnitedStates
United States $23,738,342 $24,811,194M AA+
2
2
China
$19,851,298M $18,764,298M AA- AA
3
3
Japan
$4,424,452M $4,261,272M AA+ AA+
4
4
Germany
$4,335,168M $3,812,942M AAA- AAA
5
5
United Kingdom
$3,729,492M $3,314,556M AA+ AAA-
6
6
France
$2,975,416M $2,699,463M AA+ AA+
7
7
India
$2,182,348M $2,027,923M A A+
8
8
Canada
$2,145,269M $1,900,396M AAA- AAA-
9
9
Italy
$1,984,997M $1,776,156M AA- AA-
10
10
South Korea
$1,710,001M $1,694,781M AA AA

 

Photo by Isabella and Zsa Fischer on Unsplash

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