The value of the brand Serbia has been estimated at $40 billion, an increase of 17 per cent compared to last year’s $34 billion, according to the latest report “Countries as Brands 2018” which is published by the global consulting company Brand Finance.
Serbia thus climbed one place relative to 2017, taking the 80th position in the new list among the 100 countries of the world, which are rated as brands. At the same time, the Serbian brand has retained its “A” rating, according to the report.
According to data from the report, 14 countries from Central and Eastern Europe are among the 100 most valuable brands in the world and considering the value of the brand from the region, Poland is the leading brand worth $654 billion. Out of the countries from the former Yugoslavia, only Slovenia and Croatia, apart from Serbia are ranked.
Slovenia remained at the 62nd position, the same as last year, although it marked a 29% rise in the value of the brand to $82bn, while Croatia is 77th with the brand value of $42bn.
The report states that nine countries in the region “are still waiting in line” to be included in the global ranking list, among others, Montenegro, Bosnia and Herzegovina, Macedonia, Albania, Belarus, Georgia, Moldova … “The story of the region is obviously the story of growth,” said Conrad Jagodzinsky of the Brand Finance, adding that the countries of Central and Eastern Europe continue to attract investments and tourists from the rest of Europe and other parts of the world.
The United States is still the most valuable national brand.
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