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Egypt is globally the 5th fastest growing nation brand

Egypt ranked 49th in 2019 up from 54th in 2018, climbing up 5 ranks. However, it was the impressive growth of Egypt’s brand that caught attention.
© Brand Finance
 
Egypt is the world’s fifth fastest growing nation brand, as reported by Brand Finance’s Nations Brand Report 2019.

The report looks at Nation’s brands as the national image of a country affects the economy and the investment and tourism prospects. The ranking depends on scores achieved in 3 areas; Goods and services, Investment climate and society and social institutions, these scores together form the overall nation brand strength.

Egypt ranked 49th in 2019 up from 54th in 2018, climbing up 5 ranks. However, it was the impressive growth of Egypt’s brand that caught attention and put it among top 5 growing brands.

In general, developing countries have been growing 30 times faster more than developed ones. The developing countries growth rate came at 13.9% while the developed ones are growing at an 0.4% rate. Ghana was the leading country in brand growth scoring a 67% growth rate.

However, this doesn’t mean there was a big change in the top 10 list. The USA maintained the lead followed closely by China who is achieving amazing growth rates (around 40%) and then Germany. The biggest change was Japan taking over the UK at the 4th rank due to concerns around Brexit.

Singapore, once again reserved the spot of the strongest nation brand in the world, while Turkey made the biggest comeback as a brand turnaround after a very challenging 2018.

In MENA region, the UAE ranked at the 20th place followed by KSA in 21st. The UAE also came 6th globally in brand strength.

The nation brand and image are becoming an increasingly important element of evaluation from the perspective of investors, diplomats, tourism and trade agencies and therefore governments are allocating more attention and resources to their brand management.