Research conducted by Brand Finance has revealed that European countries are quickly being caught up by fast-growing emerging markets in terms of brand value. Seven of the ten worst performing nation brands are European.

The world’s seven biggest economies, the G7, together lost 1,436 billion dollars in brand value. This was revealed in the annual top 100 nation brands compiled by the international brand valuation consultancy Brand Finance.

What the biggest economies lost in brand value was gained by the five key emerging countries. Brazil, Russia, India, China and South Africa (BRICS) grew strongly over the past year in terms of brand value by 1,432 billion dollars.

With 40%, the country that is rising most quickly in the Brand Finance Nation Brands 100 is China. According to the calculations of Brand Finance, the name of the country is worth 3,001 billion dollars. This figure sees it surpass Japan and climb to third place, just behind Germany.

The only country able to keep pace with China to some extent is India, with growth of 32%. Brazil, which achieved growth of 22%, has ousted the Netherlands from the top ten. The Netherlands dropped to eleventh place as a result of an 8% fall in its brand value to 829 billion dollars.

The European countries facing the greatest economic problems also lost the most brand value. Greece and Ireland both experienced a drop of 40%. In absolute terms the largest decline was in Japan, which lost 679 billion dollars.

Only a handful of western countries managed to achieve growth. Canada is faring much better than its southern neighbour, the United States. Estonia, Turkey and Croatia are also amongst the fastest growers. The total value of all 100 nation brands increased slightly by 4% to 38,600 billion dollars.

NykampNyboer represents Brand Finance in the Netherlands. Click here for more information.