Bloom Consulting has just published its Country Brand Ranking Trade Edition 2024-2025.
South Africa (34th in the world) reclaims its leading position from Nigeria in Africa’s trade rankings, primarily driven by a substantial increase in FDI, particularly marked in 2021 due to significant technology investment.
Morocco (44th in the world) sees a rise to the Top 3 regionally for the first time, underpinned by its stable FDI, D2 Digital Demand and online performance.
It is followed by Egypt (47th in the world), Ghana (53rd), Ethiopia (55th), Senegal (70th), Uganda (73rd) and Kenya (75th). Tunisia ranked 10th in Africa and 79th in the world in terms of trade attractiveness.
In this edition of the Bloom Consulting Country Brand Ranking, the United Kingdom (UK) continues to shine as the top performer for the second consecutive ranking.
The UK’s stellar performance is underpinned by robust FDI and high performance in D2 Digital Demand
Germany, the United States, Brazil, China, Australia, Singapore, India, the Russian Federation and finally France are ranked in 10th place.
To compile this ranking, Bloom Consulting uses an exclusive methodology that focuses on investment-related data. Their algorithm incorporates four key variables: Economic Performance assesses the concrete economic success of a country’s investment promotion strategy, based on FDI flows and growth reported by UNCTAD or national investment promotion agencies.
Then there is Digital Demand, which measures a country’s digital attractiveness by analyzing the volume of online searches for specific socio-economic factors and investment sectors.
Country Brand Strategy assesses the effectiveness of a country’s brand strategy by examining the alignment between the IPA’s strategy and the interests of international tourists, focusing on the most searched for brand tags online.
Finally, Online Performance analyses a country’s online presence using analytics data from IPA websites and social media to assess the overall visibility and impact of the country’s brand across different online platforms.
