The U.S., China, and Germany remain the world’s most valuable country brands, according to data from Brand Finance’s annual study.
The company valued the U.S. brand at nearly $34.72 trillion, down 7% from last year’s level. The assessment covers a wide range of indicators, including GDP, investment and tourism appeal, policy and trade regulations, social aspects, and more.
At the same time, the value of the PRC’s brand increased by 7% (to $22.02 trillion), narrowing the gap with the top spot.
Germany ranks third, far behind (-8%, to $4.61 trillion), and the United Kingdom ranks fourth (-5%, to $4.23 trillion).
France moved up to fifth place (-7%, to $3.63 trillion), pushing Japan (-14%, to $3.62 trillion) down to sixth place. Canada (-12%, to $2.41 trillion) moved up to seventh place from eighth last year, Italy (-4%, to $2.3 trillion) to eighth from ninth, and Spain (-4%, to $2.12 trillion) to ninth from tenth.
India fell to tenth place from seventh (-30%, to $1.94 trillion).
The total value of G7 countries’ brands fell by $4.5 trillion over the year due to geopolitical tensions, tariffs, and economic uncertainty.
“The weakening of the Western alliance’s cohesion, combined with persistent inflationary pressures and high energy prices, contributed to a deterioration in sentiment toward a number of major economic powers,” the report notes.
According to a Brand Finance study, Russia, whose brand value fell by 11%, dropped to 25th place from 23rd last year; Kazakhstan (-26%) fell to 45th from 43rd; Uzbekistan dropped to 53rd from 55th; Azerbaijan fell to 74th from 82nd; Belarus – to 86th from 88th place, Turkmenistan – to 87th from 80th place, Georgia – to 91st from 97th place, Armenia – to 105th from 103rd place, and Kyrgyzstan – to 120th from 127th place. Tajikistan remained in 136th place.
Among the top 100 countries, Egypt fell significantly in the ranking—to 51st place from 35th a year earlier; Iran—to 63rd from 50th; Kenya—to 90th from 70th; and Angola—to 94th from 76th. Meanwhile, Costa Rica jumped to 70th place from 81st, the Democratic Republic of the Congo to 72nd from 87th, and Iceland to 80th from 90th.
In total, the ranking includes 192 countries. The total brand value of these countries decreased by 6% over the past year.
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