Turkmenistan entered the top 100 in Brand Finance Nation Brands 2020 ranking, compiled by the British international consulting company Brand Finance, which specializes in the field of audit and brand valuation. The country ranks 81st in the ranking, ORIENT news outlet reported on Sunday.
The rating of national brands according to the Brand Finance comprises of a wide variety of indicators, including GDP, investment and tourism attractiveness, politics and trade rules and social aspects.
The compilers of the rating believe that the state of the country's brand affects both its reputation, self-identification and perception of its present and future, and has a direct impact on the welfare of the state and its ability to compete and develop in the global economy.
According to the report, in the process of analyzing brand countries, Brand Finance uses a combination of government statistics and research results carried out on a regular basis by international institutions. The research is carried out in collaboration with international organizations - the Institute of Management Development and the World Economic Forum.
According to the Brand Finance, the top 100 most valuable nation brands in the world have suffered a loss to their brand value this year because of the COVID-19 pandemic, amounting to US$13.1 trillion.
Top 10 most valuable nation brands contract 14% on average. At the same time, the U.S. and China remained the most expensive nation brands.
Brand Finance is an independent branded business valuation consultancy. It advises branded organizations, or those with intangible assets, on how to maximize their value through effective management, of their brand and other intangible assets.