Switzerland is the third strongest brand globally
Switzerland is the world's third-strongest brand, behind Germany and Singapore: This is the conclusion reached by a study conducted by the consulting firm Brand Finance, which evaluates countries as if they were brands.
The three most valuable brands are the USA, China and Germany. In terms of brand value, Switzerland ranks 13th with a valuation of 1.15 trillion dollars, as Brand Finance announced on Wednesday. To determine the value of a brand, the authors of the study combine the strength of a country's brand with its economic power (gross domestic product), among other factors. In last year's study, Switzerland was still the world's strongest brand: now Germany and Singapore have overtaken Switzerland in the four categories that are essential for the ranking: The authors determine strength based on a country's "services", "tourism", "investment" and "talent".
Switzerland performs well in terms of "talent", a category that reflects the ability and availability of the workforce. Switzerland also ranks highly in the categories "Investment" and "Services".
Brand Finance justifies Germany's top position with its position as Europe's growth engine and the country's reputation for quality processing and efficiency. The German brand also benefits from low unemployment and the long-term effect of the 2006 Football World Cup. The brands of the Gulf state of Qatar, Bangladesh and Sri Lanka improved the most in the study. Ukraine, Lebanon and Croatia lost the most ground. (SDA)
