Rabat - According to the 2015 annual report on the world’s most valuable nation brands, conducted by Brand Finance, a leading independent brand valuation and strategy consultancy, Morocco ranks 69th among the most valuable nation brands.
Rabat – According to the 2015 annual report on the world’s most valuable nation brands, conducted by Brand Finance, a leading independent brand valuation and strategy consultancy, Morocco ranks 69th among the most valuable nation brands.
Morocco dropped by 4 points, or 8%, compared to last year when it was ranked 64th.
Morocco’s nation brand value in dollars was $44 billion having experienced a decrease of 4% compared to last year when Morocco had reached $48 billion.
Brand Finance’s ranking takes into account criteria including foreign and domestic investment, tourism, goods and services, human capital, entrepreneurship, commercial competitiveness, and nation brand.
The report states that nation brand could generate millions for countries, spurring them to strengthen their nation brands.
The US remains the world’s most valuable nation brand. Its nation brand value reached $19,703 billion, having increased 2% over last year, according to the report.
The US’s high ranking is attributed to its leading higher education system and to “soft power” arising from its dominance in the music and entertainment industries.
Germany ranked third in the report. The recent revelations that millions of diesel vehicles may have been fitted with software designed to deceive emissions testers, dealt a blow to Germany’s nation brand this year.
German’s nation brand dropped from 4,357 in 2014 to 4,166 in 2015, according to the report.
Saudi Arabia ranked first at the Arab level and 22 internationally with a nation brand value of $506 billion, followed by United Arab Emirates and Qatar.
Algeria ranked 56th with a nation brand value reaching 74 billion dollars, with an increase of 12% compared to last year.
Edited by Elisabeth Myers
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