Influence

The Global Soft Power Index is based on the most comprehensive and wide-ranging research programme, with responses from over 110,000 people across more than 100 countries, surveying perceptions of 121 nation brands worldwide. The stronger the nation’s soft power, the greater its ability to attract investment and market its products and services. For nearly 20 years, Brand Finance has monitored the strength and value of national brands. Since 2020, the organisation has published the world's most comprehensive research studies on the perception of nation brands – the Global Soft Power Index. The index measures the strength and appeal of a country’s soft power…