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Brand Canada – 7th Most Powerful Brand in the World

Canada just keeps getting better it seems. Now, the cold country in the most Northern part of the North American continent secured the 7th spot as one of the most valuable brands on the planet.

Brand Canada – 7Th Most Powerful Brand In The World

That's according to the 2017 edition of the Nation Brands report from U.K.-based research firm Brand Finance, which specializes in assessing the value of brands.

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This year Canada improved from their rankings by two positions from last years’ 9th place in the rankings. The survey results showed that the value of Brand Canada rose by 14 per cent in a year, to an estimated US$2.056 trillion.

In other words, that's what it would cost to buy Canada's reputation and wordmark if it were available on the open market wrote The Huffington Post in an article earlier this week.

"The effect of a country's national image on the brands based there and the economy as a whole is now widely acknowledged," commented David Haigh, CEO of Brand Finance on the results of the survey.

"In a global marketplace, it is one of the most important assets of any state, encouraging inward investment, adding value to exports, and attracting tourists and skilled migrants."

The number-one country on the list remains the United States with serious competition from China as the political situation in the USA remains unpredictable under the current presidency.

China's growth on the brand metric has been meteoric. The value of its brand grew 44 per cent in a year, to US$10.2 trillion, compared to just two-per-cent growth for the U.S. brand.

The U.S. is being held back by an aging population, which in turn is leading to slow economic growth, Brand Finance reported.

"However, perceptions of Donald Trump's presidency are not exactly helping Brand America either," the report said.

Brand Finance evaluates a country's brand strength by looking at three broad categories: investment (things such as regulation, taxation, education and research and development); society (the degree of corruption, quality of life and other measures); and goods and services.

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It then assigns a monetary value to the strength of each brand, based on the royalty rates paid on the open market for various commercial brands.

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