South Africa moved up one place after recording a 5 per cent increase in brand value to USD 218 Bn, this is based on Brand Finance Nation Brands’ 2019 ranking which was released on Thursday.
Despite the current tough economic environment the Southern African country managed to up its brand value.
South Africa’s Brand Strength Index (BSI) score is now at 64.9 out of 100 with AA- Brand Strength Rating categorised as ‘very strong’
Jeremy Sampson, Managing Director, Brand Finance Africa gave his sentiments, “We are currently facing turbulent times in South Africa with high levels of political uncertainty, against a backdrop of a flat economy, and business confidence as low as it was in the mid-1980s. There is a desperate need to kick start the economy and piece together our fractured ruling party if we want to see more than modest growth in our nation’s brand value in the future.”
Based on the report,11 out of the 20 fastest-growing nation brands of 2019 come from the Middle East and Africa, with Ghana (up 67 per cent), Uganda (up 56 per cent), and Egypt (up 50 per cent) appearing in the top 5.
The report notably highlighted that emerging economies saw brand value growth 30 times faster as compared to the developed ones.
“The average year-on-year nation brand value growth among the developing economies stands at 13.9 per cent, compared to as little as 0.4 per cent for the developed economies included in the annual study into the world’s 100 most valuable nation brands. This means that on average the nation brands of developing economies have been growing at a pace 31.3 times faster than the developed ones,” the report noted.
Singapore retained its position as the world’s strongest nation brand, earning the elite AAA+ rating and a Brand Strength Index (BSI) score of 90.5 out of 100.
Brand Finance is a global independent brand valuation consultancy. The 2019 Nation Brands ranking was determined by the performance of a country based on three major pillars; Investment, Goods and Services, as well as Society.
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