Simon Anholt and Global Market Insite have estimated how much brands of countries cost. The United Kingdom ranked first, and Switzerland and Canada ranked 2nd and 3rd, correspondingly. The list consist of 35 countries, where Russia takes 20th place.
As a brand, Russia "costs" $663 billion. Russian minister of science and education Andrey Fursenko says that Russia's reputation is solely based on achievements in sport and ballet, but not on political and economical succeeds.
How much do real brands cost?
Coca-Cola* $68 billion
Disney $26 billion
McDonald's $26 billion
Toyota $25 billion
BMW $17 billion
Harley-Davidson $7 billion
Starbucks $2.6 billion
Source: GMI Anholt Nations Brand Index, Vancouver Sun