Brand Africa shines bright
Half-a-dozen African countries have recorded remarkable advances in the latest Brand Finance ‘Nation Brands’ report, though SA has slipped in the rankings and is holding on as the continent’s most valuable brand by the skin of its teeth
In a clear sign that the economy remains on the ropes, SA’s brand value has dropped 7% in the past year. By contrast, six of the 10 fastest-growing nation brands are African, according to the 2018 Brand Finance "Nation Brands" report. The Democratic Republic of Congo, Egypt, Kenya, Tanzania, Ethiopia and Ghana all grew between 28% and 38% year on year.The annual report measures the strength and value of the nation brands based on three main factors: goods and services; investment; and society. These are divided into sub-pillars: tourism; the market; governance; and people and skills.Each is scored out of 100 to arrive at an overall brand strength index score for the nation brand, also out of 100. Based on the score, each nation brand is then assigned a rating from AAA+ to D in a format similar to a credit rating. The nation-brand valuation is based on five-year forecasts of sales of all brands in each nation.Brand Finance CEO David Haigh notes: "Starting from a low economic base and...