룩셈부르크는 5번째로 강한 국가 브랜드를 가지고 있다.
브랜드파이낸스 (Brand Finance)가 최근 발표한 ‘국가브랜드 2019 보고서’에 따르면, 룩셈부르크는 세계에서 5번째로 강한 국가 브랜드다. 이는 많은 사회적, 경제적 요인에 기반을 둔 순위이다.
In today’s globalised world, nation branding, and the building and promotion of strong national images, is increasingly important. Talents and capital are increasingly mobile, and a strong national brand can have a very positive impact on its development.
5th strongest national brand
Independent brand valuation agency Brand Finance has recently published its 2019 Nation Brands Report, which attempts to quantify the reputations of various countries around the world. Luxembourg is ranked 5th on the report’s Brand Strength Index and improves its score from 2018. It follows closely behind Singapore, Switzerland, the Netherlands and Germany, is ahead of notably Japan and the US that also make it to the top 10.
The calculation of the Brand Strength Index is based on three pillars:
- Goods and services: openness to tourism, market size, trade rules, etc.
- Society: quality of life, corruption, cultural image, etc.
- Investment: talent retention, use of technology, R&D, taxation, regulation, etc.
Photo: © Luxinnovation/Sabino Parente Source: https://www.tradeandinvest.lu/news/luxembourg-has-5th-strongest-national-brand/