Sovereign Brands Survey 2010
By Hill & Knowlton and Penn Schoen Berland
Welcome to the inaugural Sovereign Brands Survey 2010, a global study into the attitudes of national elites1
towards sovereign wealth funds (SWFs) and their countries of origin.
With a combined wealth of more than $3,500billion2
in assets, SWFs are a key source of global investment, yet comparatively little is known about them. At a time of great volatility and uncertainty, sovereign wealth funds represent an extremely important source of capital for the global economy. Despite this importance, many nations appear to view these funds with caution, and no matter how large the pool of funds on offer, some SWFs could find their path to the most attractive investments blocked.
Conducted by Hill & Knowlton and Penn Schoen Berland - two of the world’s pre-eminent communications and research strategy consultants - the Sovereign Brands Survey 2010 is the most comprehensive study ever conducted into attitudes toward sovereign wealth as a concept, individual sovereign wealth funds (SWFs), and the reputation of their host nations. The study, conducted between 15 January and 1 February this year, covered elite attitudes in seven countries (US, UK, Germany, Egypt, Brazil, India and China) towards 19 SWFs in Norway; Singapore; Hong Kong; Malaysia; Abu Dhabi; Dubai; Kuwait; Qatar; China; Bahrain; Oman; Mexico; Russia; Libya; Kazakhstan; Brunei; Algeria; Nigeria and Botswana. 1 A socio-economic research group commonly used within political campaigns as a proxy for a country’s decision-makers
2 According to The 2010 Preqin Sovereign Wealth Fund review