Who has the strongest brand? The position of the Visegrád Four in country brand rankings

Abstract

Global brand rankings measuring the strength and value of various brands are popular in the world of products and services. Brands such as Apple, Google, Amazon, Microsoft or Coca-Cola usually top these lists. Similar rankings created with a rather complex methodology are also available in the case of countries. These are usually topped by countries such as Germany, Switzerland, Sweden, Japan or the United States. The current article aims to provide a brief overview of the criteria of each ranking, and analyze the position of Visegrád countries in these lists. As it turns out, the rankings show that Poland has the strongest brand, followed by Hungary and the Czech Republic with a roughly equal position (with the latter leading slightly), and last, but not least, Slovakia usually occupies the last position among the four countries if it is taken into account at all.