Brand Finance

Brand Finance is the world’s leading independent brand valuation and strategy consultancy, which publishes the Nation Brands report on the top 100 most valuable country brands and the Global Soft Power Index – the world’s most comprehensive research study on perceptions of soft power.

Located in: London, United Kingdom and over 20 offices and representatives around the world

Brand Finance Business Profile

Which topics are you most passionate about?

  • Soft power
  • Place brand valuation
  • Place brand marketing evaluation and strategy
  • Public diplomacy strategy and execution
  • Marketing and communications for brands with a geographical indication (GI)

How do you support locations?

The world is at a crossroads where power dynamics are shifting permanently. Soft power is now the driving force behind reputation and influence on the global stage. If nations do not act now to enhance and leverage their soft power, they will be left in the wake of their neighbours and counterparts. But can soft power and its impact be measured rigorously and objectively? And which nations can be considered soft power champions?

Brand Finance has created the Global Soft Power Index, incorporating the world’s most extensive market research programme of its kind, based on a survey of over 55,000 people – the general public and specialist audiences – from over 100 countries.

The Global Soft Power Index 2020 report and the findings of the study are free to access online. Our interactive dashboard allows you to explore the full results from the survey in maps and charts, rank nations by metrics and statements, and choose data sets to create your own graphs.

In a global marketplace, nation brand is one of the most important assets of any state, encouraging inward investment, adding value to exports, and attracting tourists and skilled migrants. The effect of a country’s national image on the brands based there and the economy as a whole is now widely acknowledged. It is therefore more important than ever to understand stakeholder perceptions and to track nation brand value. Read our Brand Finance Nation Brands reports to learn more.

Five hashtags that best describe your focus:

#SoftPower #NationBrand #BrandValue #ValueBasedManagement #InsightDrivenStrategy

Who is leading Brand Finance?

David Haigh, CEO

David is the CEO and founder of Brand Finance Plc. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance.

David pioneered the Brand Finance Nation Brands study over 15 years ago and has led the development of our practice from nation brand valuation to soft power insight. He has extensive experience working with nations, regions, and cities, including the GREAT Campaign, Brand South Africa, Seoul Metropolitan Government, and Italian Trade Agency. He has provided strategic advice on tourism and foreign investment campaigns to governments and place brand managers on all continents.

David is a passionate writer and has authored many articles for the marketing and financial press on nation branding and brand valuation, published in numerous newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing.


Konrad Jagodzinski, Place Branding Director

Konrad is Brand Finance's Place Branding Director, having previously held the position of Managing Director of the company's communications division – Brand Dialogue. He has a proven track record in delivering integrated PR campaigns for clients and is responsible for all external communications across the Brand Finance Group. He combines experience of developing and executing effective communications strategies with leading day-to-day operations of a press office. He manages the creation and promotion of Brand Finance’s Global Soft Power Index and Nation Brands studies as well as nearly 100 annual sector and country reports on the world’s most valuable brands.

Konrad has extensive experience in advising senior government officials and diplomats in the fields of public diplomacy and nation brand communications. He previously worked at the Polish Embassy in London where he delivered successful multi-channel promotional campaigns as well as media engagement programmes for high-level official visits by the president, prime minister, and government ministers.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

Konrad Jagodzinski Brand Finance picture

Steve Thomson, Insight Director

Steve leads the market research practice at Brand Finance, including management of our proprietary research programme in over 30 markets and the Global Soft Power Index survey in 100 countries worldwide.

Steve has a wealth of experience gained across a 30+ year career focusing on understanding consumer values, attitudes, and behaviour around the world. He has widespread expertise in consumer values and trends, brand positioning and strategy, public opinion, nation branding, and advertising effectiveness. He has direct research experience across a diverse range of cultures, from single-market deep-dives through to the management of large global insight programmes.

Steve is an acknowledged expert on the impact of social forces (online social media and offline word-of-mouth) on brand choices, and how these drive commercial outcomes for brand owners. As such he is a regular speaker at industry conferences.

Steve Thomson

Connect with Brand Finance:

Contact Brand Finance to learn more about the perceptions of your nation’s soft power, to discuss how your brand can leverage geographic branding, to get involved in the next wave of fieldwork ahead of the publication of the Global Soft Power Index 2021, or to enquire about using its data for academic research. Email

More about Brand Finance’s research, services and approach on, or follow the company on LinkedIn, Facebook and Twitter for updates on latest insights and offers.

Brand Finance is part of the TPBO network of partner consultancies. Interested in joining? Contact us here.