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September 1, 2011

Brand USA — What is its Current Value?

Brand USA

In the ‘Nations Brand Index’ of ‘Brand Finance plc’, the value of ‘Brand USA’ has dropped 10% since April 2011 to $11.4 Trillion. In that index, ‘Brand USA’ is being downgraded to AA- , as “its brand strength falls to a 10 year low.”

According to Brand Finance plc., new data shows there is a significant decline in ‘Brand USA’s’ value. Brand Finance plc is an independent global business focused on advising strongly branded organisations on how to maximise value through effective management of their brands and intangible assets. Brand Finance plc is headquartered in London and has a network of international offices in Amsterdam, Athens, Bangalore, Barcelona, Cape Town, Colombo, Dubai, Geneva, Helsinki, Hong Kong, Istanbul, Lisbon, Madrid, Moscow, New York, Paris, Sao Paulo, Sydney, Singapore, Toronto and Zagreb.

‘Nation Brand’ values are produced through a detailed analysis of economic data, perceptual market research data and infrastructure measures producing a combined score out of 100. For ‘Brand USA’ decreases are apparent across all inputs. Infrastructure scores dropped from 77 to 76 points, economic measures fell from 74 to 64 points and the brand equity measure slipped from 71 to 61.

Brand USA Coke

Brand USA

Photo: MacBook Pro

Brand USA

As the world’s biggest economy, ‘Brand USA’ is still significantly more valuable than the next nearest nation. However, there has been a drop in brand strength caused by inflation, cost of capital, reduced capital, higher unemployment and declining image abroad.

“If ‘Brand USA’ had been given the AA- rating in the Brand Finance ‘Nations Brand Index’ published in May 2011, it would have fallen below Canada, Australia and South Korea in brand strength,” says Brand Finance.

Brand USA

Brand USA

Photo: 2011 Chevrolet Aveo.

Brand USA

Brand USA

David Haigh, CEO of Brand Finance plc, comments:

“‘Brand USA’ is under enormous pressure as a decade of crises in business and foreign policy have been joined by serious economic problems. Low consumer spending, a static property market and the sovereign debt credit downgrade have all taken their toll on the value of ‘Brand USA’. At the same time other developed and emerging nation brands are performing better and growing in value. The economic crisis and double dip recession will accelerate these differences, with further shifts likely in the near future.”

Ollie Schmitz, Director of Nation Brand Valuation, Brand Finance plc adds:

“Prior to the recession, ‘Brand USA’ communicated strong and desirable values in everything from popular culture and entertainment to food and retailing brands. However, as a result of the current economic situation the brand strength has now dropped to its lowest score since tracking began in 2000. Once the global benchmark, emerging markets across the globe will now look to other nations to take the lead signalling exceptionally testing times for the ‘Brand USA’ in the future.”

The full ‘Nation League Table 2011’ and methodology is available upon request from Brand Finance plc.


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Edited & Posted by the Editor | 6:24 AM | Link to this Post

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