The Nation Brands rating of fDiIntelligence, associated with the Financial Times, quantifies the value of the ‘brand name’ of a country. How is the country perceived? To what extent will consumers appreciate ‘Made in X’ more than ‘Made in Y’? In addition to the commercial success of companies of that country and prestige for the policymakers, this is also an expression of ‘soft power’ in the diplomatic arena.
The ‘brand name’ Belgium was valued at 643 billion dollars in 2018, about 17% higher than in 2017. This puts us at place 24, between Poland ($654 billion) and Norway ($595 billion).
The top three cover three continents, with the USA ($25,899 billion), China ($12,779 billion) and Germany ($5,147 billion).
With $1,190 billion, the Netherlands take a creditable 13th place, approximately 18% higher than last year.