A new report revealed that the success of the London Olympics "helped Britain overtake Japan to become the world's fourth most valuable nation brand," according to Jessica Winch of the London TELEGRAPH. Valuation consultancy Brand Finance said that the 2012 London Games and the Queen's Diamond Jubilee "helped to nudge Britain up from fifth place last year." Its annual report on nation brands placed the U.S. top and China second, "followed by Germany in third place." According to the report, "Brand Britain" is now worth some $2.4B, an 8% "increase since last year." The report said, "Though relatively modest, this represents a strong performance for a developed, and in particular an EU, country." The report valued the U.S. at $18B, "more than China, Germany, the U.K., Japan and France combined." China was valued at $6B. The report said "Brand Japan" had fallen 11% in value as the country continued to recover from the devastating earthquake and tsunami in '11 and competition from nations such as South Korea. Malaysia had the biggest growth in value, up 48% on '12 "to become the 30th most valuable nation brand" (TELEGRAPH, 12/2).
