Bangladesh has ranked 39 in a global brand value index, a report says.
It has a brand value of US $257 billion, up 24 per cent from last year. The statistics reported in ‘Nation Brands 2018’, a report prepared by London-based Brand Finance.
Brand America is top of the list with a net worth of US $25,899 billion. China, Germany and England followed respectively. India stood at ninth, worth US $2,159 billion.
Brand Finance said they measured the strength and value of the nation brands of 100 leading countries using a method based on the royalty relief mechanism.
The report has been published in October.
WHAT ARE THE METRICS OF RANKING?
The process of ranking involves a number of metrics including an evaluation of investment, society, goods and services, and GDP of a country, according to the report.
For investment, it considers governance, market, and the country’s people. For society, the methodology considered judiciary, graft, image, security, quality of life, and corporate ethics. In goods and services, it considers market, tourism and governance.
The country’s national image is one of the most important assets that fosters investment and adds value to exports in global marketplace, said David Haigh, CEO of Brand Finance.
WHAT IS BRAND FINANCE?
Brand Finance claims it is the world’s leading independent brand valuation and strategy consultancy.
It says, it was set up in 1996 with the aim of ‘bridging the gap between marketing and finance’.
For 20 years, they said they helped companies and organisations to connect their brands to the bottom line with independence, technical credibility, transparency and expertise.
Brand Finance puts thousands of the world’s biggest brands to the test every year, evaluating which are the strongest and most valuable.