Early Edition with Kate Hawkesby

New Zealand’s brand value shot up 13% from 2021, according to global rankings released overnight. Brand Finance Nation brands valued New Zealand’s national brand at US$248 billion in 2022, an increase of US$29 billion on the prior year. The annual Nation Brands Report is a study into the world’s top 100 nation brands ranked by their value and strength. It has been providing key benchmarks for diplomats, tourism boards, trade agencies, geographical indication brands, nation brand managers and consultants for nearly two decades. This rise is one of the largest of any country, with brand New Zealand’s ranking moving up three places to become the 39th most valuable. While the covid-19 pandemic hit many other countries’ national brands hard, New Zealand’s brand value rose 11% from a pre-pandemic valuation. The rankings also place New Zealand at number 13 (of 100 countries) on the nation brand strength leader-board, which combines statistics and perceptions research. Brand strength is calculated based on investment