Albania is not included in the list of 100 countries with the most valuable brands, according to the Nation Brands 2016 report recently published by the consulting company Brand Finance, which evaluates the most attractive destinations for foreign direct investment.
Slovenia is the most preferred destination for investors is W. Balkans, which ranks at position 62. Two seats behind it is Bulgaria, while Serbia is a ranking of 73 out of 78 a year ago, being immediately followed by Croatia.
Brand recognition significantly influence consumers’ choice while buying a product. The same applies when companies consider the next destination to invest. Although it is difficult to measure the exact impact of these perceptions on foreign direct investment, the study of Brand Finance consulting company aims to lift parallel between countries that have the most valuable brands and those that attract more investors.
According to the report US is the most valuable brands in 2016, continuing to maintain dominance. Brand Finance attributes its ongoing success of economies of scale of the country's higher education system is the world leader and "soft power that comes from its dominance in the music industry and entertainment." In second and third respectively continue to be China and Germany, while Britain has gone in fifth place, leaving in place Japan.