The Effect of Innovation Indicators on the Brand Value of Selected Countries

Today, due to the role of brands in the category of intangible assets, this component has important economic consequences and in other words, it is a competitive weapon of countries to achieve their goals, which has encouraged the economic thoughts of societies toward this type of assets. Because of this, due to the study gaps in this field, it seems necessary to study the factors affecting the brand of countries. Therefore, the present study intends to investigate the impact of innovation indicators on the brands of 44 selected countries in the two groups of developed and developing countries during the period of 2011-2018 using panel data and generalized torque method. The results show that the impact of the independent variables such as institutions, infrastructure, human capital and research, market complexity and business complexity on brand value in both groups of countries with different estimated coefficients is significant