Renowned brand valuation and strategy consultancy Brand Finance released the 2015 edition of its Nation Brands report. The study measures the strength and value of the nation brands of 100 leading countries using a method based on the royalty relief mechanism employed to value the world’s largest companies.
Between 2014 and 2015, Switzerland has moved up the Nation Brands Strength ranking from 3rd to 2nd place – scoring a brand strength index (BSI) of 89.5 over 100 and a triple-A brand rating. The BSI is based on an assessment of 3 main pillars; goods & services, society and investment. When it comes to the latter, the country also has the 2nd strongest nation brand. Singapore remains ahead of Switzerland in both indexes.
According to the report, the value of the brand Switzerland amounts to 1,024 billion. The value results from an elaborate calculation combining several factors such as the strength of a nation’s brand, its royalty rate and revenue.
“In a global marketplace, a nation brand is one of the most important assets of any state, encouraging inward investment, adding value to exports and attracting tourists” says Brand Finance. Switzerland is associated with a business-friendly climate, strong capacity for innovation, a renowned education system, well developed infrastructure, political stability and a high standard of living – all elements which ultimately contribute in developing the nation brand and reputation around the globe.
For more information about Switzerland as a business location, please refer to our Handbook for Investors.