Uzbekistan’s Nation Brand Value Grows Fastest Globally
According to the latest Nation Brand Value 2025 report by Brand Finance, Uzbekistan recorded the highest growth rate in national brand value worldwide, increasing by 26% compared to the previous year. The country climbed two positions in the global ranking, moving from 57th to 55th place. Kazakhstan remains the highest-ranked nation in Central Asia, securing the 43rd position.
Among Central Asian countries, the latest rankings are as follows:
- Kazakhstan – 43rd place
- Uzbekistan – 55th place
- Turkmenistan – 80th place
- Kyrgyzstan – 127th place
- Tajikistan – 136th place
- Afghanistan – 144th place
The rankings highlight the increasing recognition of Uzbekistan’s economic potential and investment appeal. The country’s rapid growth in brand value reflects positive economic trends, including improved international perception, foreign direct investment, and trade policies.
Global Leaders in Nation Brand Value
Brand Finance’s report confirms that the United States continues to hold the position as the most valuable nation brand, with an estimated value of $37.3 trillion, marking a 16% increase from the previous year. The country’s strong GDP growth of 2.8% in 2024 has contributed to this rise.
China remains in second place, recording a modest 3% increase in brand value despite facing economic challenges, including a slowdown in the real estate market and declining consumer confidence.
Germany, the United Kingdom, and Japan complete the top five in the global ranking, with varying degrees of brand value growth or decline.
Assessment Criteria and Economic Impact
Brand Finance evaluates national brand value using multiple economic indicators, including GDP, investment attractiveness, tourism appeal, political and trade regulations, and social factors. A key component of the assessment is the Global Soft Power Index (GSPI), which measures a nation’s international influence and reputation.
