The New Zealand brand comes out strong in the world rankings after the Covid-19
The value of the New Zealand brand has jumped 13% compared to 2021, according to a global ranking published overnight. Brand Finance Nation brands valued New Zealand’s national brand at US$248 billion in 2022, an increase of US$29 billion from the previous year.
The annual National Brands Report is a study of the world’s top 100 national brands, ranked by value and strength. It has provided key references to diplomats, tourist offices, trade agencies, GI brands, national brand managers and consultants for nearly two decades.
The rise is one of the largest of any country, with the New Zealand brand’s ranking rising three places to become the 39th most valuable. While the covid-19 pandemic has hit national brands hard in many other countries, New Zealand’s brand value has increased by 11% from a pre-pandemic valuation.
The ranking also places New Zealand 13th (out of 100 countries) in the National Brand Strength Ranking, which combines statistics and perception research.
Brand strength is calculated based on national brand investment (25% weighting), national brand public perception (50% weighting), and national brand performance (25% weighting) .
David Downs, chief executive of the government agency responsible for branding the nation of New Zealand, NZ Story Group, said the increase in brand equity further recognizes the country’s exceptional response to the pandemic. . “Effective containment of the virus has paved the way for economic growth, especially now that our borders have reopened. To add a bit of perspective, Brand New Zealand is now worth more than McDonald’s.
New Zealand’s high brand strength score is underpinned by a high sub-score of 85.2 for public perception, ranking 8th in this sub-category. Downs welcomed the recognition, noting that “it indicates a strong preference for the New Zealand brand both overseas and at home.”
“The world associates the New Zealand brand with integrity, ingenuity, caring and respect. As our exporters prepare to meet renewed global demand and our tourism and education sectors welcome the return of overseas visitors and students, confirmation of this ranking further reinforces the message that New Zealand is indeed open for business.