![]() This study has provided key benchmarks for diplomats, tourism boards, trade agencies, nation brand consultants and managers.įor 2021, we evaluated the Soft Power and global reputation of 105 nations, adding 45 nations to the Index for the first time. Influence, attraction, and persuasion are classic elements of brand strength, and Brand Finance has been conducting an annual Nation Brands study on the world’s most valuable and strongest nation brands for over 15 years. The Global Soft Power Index builds on our expertise in valuing and evaluating Nation Brands and focuses on measuring the soft power of different nations around the world. “A country’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics etc.) through attraction or persuasion rather than coercion.” Joseph Nye, Harvard University The following quote summarises our definition of soft power: When we began working on this programme in 2019, we conducted an extensive literature review, including the pioneering work of Harvard Professor Joseph Nye. Who are the current Soft Power superpowers?.Why does soft power matter to corporate brands?. ![]() Benefits of Soft Power & A Strong Nation Brand.See the complete Global Soft Power Index report for more stories from the world's largest study on soft power. It's been a dynamic year - and that is putting it mildly. We have also really seen who the underperformers are, who have the potential to raise their game and deliver tangible benefits to national wellbeing. In the course of working on the Global Soft Power Index, we have learned a lot about the real powers of persuasion and attraction that different countries possess. This lack of consistent perception is also the case from one country to another. The perceptions of the strengths and challenges one country faces are often entirely discordant from the lived realities of its citizens. It is fascinating to see how people's perceptions of other nations around the world differ. Joseph Nye, the original thought leader in the field goes one step further, arguing that soft power is “a means to success in world politics” for those that know how to leverage it 1. Soft power has a significant impact on the decisions people, businesses, and governments make.
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