The force of Romania’s country brand has decreased by 5% from A+ to A, down two positions up to number 49 in the Brand Finance 2017 ranking, even if the record growth of the GDP and a favorable USD-RON exchange rate have determined a rise in the absolute value of the brand up to USD 175 billion.
According to Mihai Bogdan, Managing Director Brand Finance Romania, the steps backwards in the anti-corruption fight, the decrease of the ability to attract and keep talents in every field, as well as the confusion of the legislative framework have led to the decline of the Romania brand’s strength. In his view, the economic growth is not converted in development potential. “The above-mentioned factors drawing down Romania, must be immediately addressed in order to prepare the nation brand for a potentially less generous economic context,” Mihai Bogdan argued.
As for the rest of the ranking, the USA remains the most valuable national brand in the world, with a value of USD 21,000 billion. Yet, its only 2 percent rise is threatening its domination on long term.
China is the nation brand with the fastest increase in absolute figures in 2017, with the rise of USD 3,100 billion as against last year.
Brand Finance 2017 also reveals that brands of solid European nations such as Germany, the Netherlands, Belgium, Switzerland, Sweden, Austria have recorded declines or insignificant rises, while the Asian nations are experiencing record increases. For instance, Vietnam, Philippines, Thailand and South Korea have added between 37 to 43 percent each to the value of their nation brand.
At the same time, the ranking points to a sudden change among the countries in southern Europe, which have posted solid increases of their nation brands in the past year. Therefore, Portugal saw a 22 pc rise, Italy- 34 pc, Greece-41 pc and Spain- 46 pc, advancing on the reforms’ path and regaining the confidence of the analysts and investors.