The Top 10 Most Valuable Nation Brands
In this year’s report, Brand Finance highlights the impact COVID-19 has had on nation brand values—in 2020, the top 10 nation brands have seen a 14% drop in brand value, on average.
Here are the most valuable nation brands of 2020, and their change in value since last year:
| Rank | Country | 2020 Value (USD, $T) | Change since 2019 |
|---|---|---|---|
| 1 |  United States | $23.7 | -14.5% |
| 2 |  China | $18.8 | -3.7% |
| 3 |  Japan | $4.3 | -6.0% |
| 4 |  Germany | $3.8 | -21.5% |
| 5 |  United Kingdom | $3.3 | -13.9% |
| 6 |  France | $2.7 | -12.8% |
| 7 |  India | $2.0 | -20.8% |
| 8 |  Canada | $1.9 | -13.0% |
| 9 |  Italy | $1.8 | -15.8% |
| 10 |  South Korea | $1.7 | -20.6% |
Despite a 14.5% decrease in value, the U.S. managed to maintain its top position with a nation brand value of $23.7 trillion.
Like many other countries, 2020 has been a tough year for America. From recording the most COVID-19 cases and deaths to dealing with a controversial presidential election, the economic powerhouse faced a tremendous amount of international scrutiny this year.
Despite all this, the United States remains one of the most successful and dominant economies worldwide—the only close competitor is China, with a nation brand value of $18.8 trillion.
Over the Years: China’s Steady Climb
While China still ranks below the U.S. in total brand value, its percentage decrease from last year was far lower than the other nations on the list. China stayed relatively stable with a modest 4% drop, about 10 percentage points less than the global average.
China’s stability this year is nothing new. In fact, the country has been steadily closing the brand value gap between itself and the U.S. since 2015:
