Brand Finance: Global Soft Power Index 2025

Brand Finance: Global Soft Power Index 2025

20 februari 2025

Geopolitiek
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Brand Finance has launched the sixth iteration of the Global Soft Power Index, the world’s most comprehensive study on perceptions of nation brands, providing an in-depth analysis of the evolving status of Soft Power as nations navigate significant global changes and challenges.

Now in its sixth year, the Index remains the most comprehensive study on perceptions of nation brands, based on:  

  • 170,000+ respondents across 100+ markets  
  • Rankings covering all 193 UN member states  

This year’s findings highlight the growing polarisation of Soft Power, with the strongest nations gaining influence while weaker ones fall further behind. Key highlights include:   

  • The US remains the top ranked Soft Power nation, but has suffered a drop in its Reputation score.  
  • China has overtaken the UK for the first time, now ranked second globally, with the UK in third place.  
  • El Salvador is the fastest riser, climbing 35 spots thanks to security and economic reforms.  
  • Nations engaged in military conflicts face declining Soft Power, with Israel, Ukraine, and Russia seeing notable shifts.

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