India’s brand value has increased by 19%, or more than $400 billion this year, to $2.6 trillion. The large increase in India’s brand equity is related to the country being increasingly seen as a safe and stable place to invest, as evidenced by significant developments in new technologies such as electric vehicle production and mobile phone manufacturing, according to brand valuation consultancy Brand Finance.
Elsewhere, Russia’s brand value has dropped by nearly $150 billion year-over-year — the biggest drop in brand value among any national brands in the world this year. Ukraine has dropped $22 billion due to the Russian invasion, but global perceptions of Ukraine have increased significantly.
Why is India’s value rising?
The assessment is not an aggregation of Indian trademarks, but rather a brand assessment of the Indian nation itself. “As such, the increased worldwide distribution of Indian cultural products is a key factor in improving international familiarity with India and an important driver of increased appreciation,” said Brand Finance.
The relative strength of national brands is calculated using a balanced scorecard of metrics that measure brand investment, brand perceptions and brand performance.
The US maintained its position as the world’s most valuable national brand, maintaining its lead ahead of China (up 8% to $21.5 trillion). Worldwide, the values of the world’s national brands have returned substantially to pre-pandemic levels. The total value of the world’s top 100 national brands is $97.2 trillion, up 7% year-over-year and only marginally behind the pre-pandemic value of $98.0 trillion in 2019. While the combined value of the world’s top 100 national brands has virtually equaled At pre-pandemic levels, exactly 50 national brands have increased in value over this period, while the other 50 remain below their pre-Covid-19 assessment.
But with global interactions in the crucial areas of trade, investment, tourism and talent attraction throughout 2021, most brand strength scores remain held back by the legacy of the pandemic.