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1、The worlds most comprehensive research study on perceptions of nation brandsAbout Brand Finance6Get in Touch6Acknowledgements7Global Soft Power Index 20238Introduction from David Haigh Chairman&CEO,Brand Finance14Foreword from Dr Paul Temporal Associate Fellow,Sad Business School,University of Oxfor
2、d16Interview with Dmytro Kuleba Minister of Foreign Affairs of Ukraine18MethodologyHow did we survey perceptions of nation brands?19Definitions of Soft Power22Methodology26General Public Country Coverage28Executive SummaryWhat are the highlights from this years Index?29Executive Summary32The Soft Po
3、wer Medal Table42Brand Finance InsightsHow to interpret and leverage the data?45Soft Power is More Than Just a Great Reputation48How to Build Reputation and Influence?A Roadmap to Setting Strategic Priorities52Nation Brand Value and Strength56Can Nation Brand Perceptions Predict Performance?60Sustai
4、nability and Soft Power64Do the Media Decide for Us What is Important?70Sports and Soft Power72Nation Brand SpotlightsWhat does Soft Power look like around the world?75Australia78Brazil80Canada83France84Germany87India88Ireland91Italy92Interview with Italian Trade Agency94Interview with Ministry of F
5、oreign Affairs,Kazakhstan 98Kenya99Interview with AMDIE100Interview with New Zealand Story102Interview with PROMPER104Romania106Singapore108South Africa110Interview with Brand South Africa112Sri Lanka114Interview with Sri Lanka Institute of Marketing116Sweden118Interview with Swedish Institute120Uni
6、ted States123Interview with GREAT Campaign124ContributionsWhat do the experts say?121Andrew Neil,Publisher,Editor,Broadcaster and Columnist128Chrystal Dare,Special Counsel,Corrs Chambers Westgarth130Professor David Ellwood,Senior Adjunct Professor,Johns Hopkins University,SAIS Europe132Deborah Bonet
7、ti,Director of the Foreign Press Association in London and the UK Correspondent at Il Giorno134The Rt Hon Lord Ed Vaizey,Member of the House of Lords136Fredrik Reinfeldt,Former Prime Minister of Sweden138Dr Giannina Warren,Senior Lecturer,MA Place Branding,Middlesex University London140Jack Sim,Foun
8、der of the World Toilet Organisation144Dr Keith Dinnie,Reader in Marketing and Associate Dean for Business and Community Engagement,University of Dundee School of Business146Peggy Liu,Chairperson,Joint US-China Collaboration on Clean Energy(JUCCCE)148AppendicesFull Data Table150Brand Finance Network
9、160Contents67Brand Finance is the worlds leading brand evaluation and strategy consultancy.We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.We have been measuring and advising how to boost nation brands an
10、d corporate brands for over 25 years.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our e
11、xperts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.We quantify the financial value of brands We put 5,000 of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish nearly 100 re
12、ports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting,to public diplomacy and crisis communications.We understand the importance of sharing a
13、 brands story to reach business objectives.We advise governments on how to boost their nation brands Brand Finance has been conducting an annual Nation Brands study on the worlds most valuable and strongest nation brands for nearly 20 years.It has provided key benchmarks for diplomats,tourism boards
14、,trade agencies,nation brand consultants and managers.The Global Soft Power Index expands on that methodology to provide an all-round view of perceptions of nation brands.Understanding those perceptions is key for national,regional,city,and corporate brands to achieve success internationally,allowin
15、g to identify strengths and weaknesses and to improve growth strategies going forward.The stronger the nations Soft Power,the greater its ability to attract investments,market its products and services,promote tourism,and invite talent.to attract investments and market its products and services.Abou
16、t Brand FinanceGet in TouchFor all enquiries,please contact:Konrad JagodzinskiPlace Branding Director,Brand FArtur BryzghalovPlace Branding Associate,Brand F+44(0)20 7389 9400For more information,please visit our website: StudiosBolt InsightBrand Dialogue LtdBrand South AfricaCity Nation PlaceCorrs
17、Chambers Westgarth Dovers FlowersFairlight StudiosForeign Press AssociationThe Harry Walker AgencyIndian Hotels Company LimitedItalian Trade AgencyInternational Advertising AssociationLondon Speaker BureauMiddlesex University LondonQueen Elizabeth II CentreSavantaThe Place Brand ObserverThe Print Ce
18、ntreThree Blind Mice StudioUkrainian InstituteWavecastXL DisplaysAlessio Nesi,Creative Director,BBC StudiosAndrew Neil,Publisher,Editor,Broadcaster and ColumnistThe Rt Hon Boris Johnson MP,Former Prime Minister of the United Kingdom Chrystal Dare,Special Counsel,Corrs Chambers Westgarth Claire de Br
19、aekeleer,Regional Arts Director,British CouncilProfessor David Ellwood,Senior Adjunct Professor,Johns Hopkins University,SAIS EuropeDavid Magliano,Director of Marketing,London 2012 Olympic Bid&Director of Commercial and Marketing,England 2018 FIFA World Cup Bid David Mitchell,Director,dna-rB Ltd and
20、 F1 ExpertDisclaimer Brand Finance has produced this study with an independent and unbiased analysis.The data derived and opinions produced in this study are based only on survey findings and publicly available information and certain assumptions that Brand Finance used where such data was deficient
21、 or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and data analysis expressed in the report are not to be construed as providing investment or business advice
22、.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.Data compiled for Brand Finance reports are provided for the benefit of the media and the public and are not to be used for any commercial or technical purpose
23、 without written permission from Brand Finance.2023 All rights reserved.Brand Finance Plc.Deborah Bonetti,Director of the Foreign Press Association in London and the UK Correspondent at Il Giorno Dmytro Kuleba,Minister of Foreign Affairs of UkraineThe Rt Hon Lord Ed Vaizey,Member of the House of Lor
24、ds Fredrik Reinfeldt,Former Prime Minister of Sweden Dr Giannina Warren,FHEA,Senior Lecturer,MA Place Branding,Middlesex University London Harold Thomas,Aboriginal Australian Artist and Former ActivistHelen Brocklebank,CEO,Walpole Jack Sim,Founder of the World Toilet Organisation Dr Keith Dinnie,Rea
25、der in Marketing and Associate Dean for Business and Community Engagement,University of Dundee School of BusinessLatika Bourke,Journalist,Sydney Morning Herald Martin Green,Managing Director of Eurovision Song Contest 2023,BBC Mishal Husain,Broadcaster,BBC NewsNuseir Yassin,Founder and CEO,Nas Compa
26、ny Professor Megan Davis,Pro Vice-Chancellor Society,University of New South Wales Olena Zelenska,The First Lady of Ukraine Peggy Liu,Chairperson,Joint US-China Collaboration on Clean Energy(JUCCCE)Pumela Salela,Country Head United Kingdom,Brand South Africa Samantha Adams,VP Advertising Sales,Weste
27、rn Europe,BBC Studios Saskia Tidey,Olympic Sailor Stephanie Hilborne OBE,Chief Executive,Women in Sport Tetyana Filevska,Creative Director,Ukrainian InstituteHE Dr Thani bin Ahmed Al Zeyoudi,Minister of State for Foreign Trade,Minister in Charge of Talent Attraction and Retention,United Arab Emirate
28、s Veetika Deoras,Vice President Brands and Marketing,Indian Hotels CompanyBrand Finance Plc wishes to express thanks to all organisations and individuals who have contributed to the completion and promotion of this study:89Score 74.8+4.1Global Soft Power Index 2023The worlds top 121 Soft Power natio
29、ns,scored out of 10010UNITED STATES20UNITED KINGDOMScore 67.3+2.430GERMANYScore 65.8+1.252JAPANScore 65.2+1.741CHINAScore 65.0+0.860FRANCEScore 62.4+1.870CANADAScore 60.7+1.280SWITZERLANDScore 58.5+2.0102Score 56.6+1.8152UNITED ARAB EMIRATESScore 55.2+3.2142SWEDENScore 55.1+2.8111SPAINScore 54.9+1.8
30、91RUSSIAScore 54.8-1.3131AUSTRALIAScore 54.6+1.9121SOUTH KOREAScore 53.9+1.0160NETHERLANDSScore 53.7+3.1170NORWAYScore 52.6+2.9180DENMARKScore 51.8+3.0242SAUDI ARABIAScore 51.3+4.1191BELGIUMScore 51.2+2.8201SINGAPOREScore 51.0+2.6252FINLANDScore 50.7+3.5221TRKIYEScore 50.4+2.6262QATARScore 49.9+4.12
31、72AUSTRIAScore 49.9+6.5211NEW ZEALANDScore 49.8+1.4231ISRAELScore 48.4+0.9292INDIAScore 47.0+3.8302IRELANDScore 46.7+4.8322PORTUGALScore 46.6+5.6281BRAZILScore 46.2+2.9412LUXEMBOURGScore 45.3+7.7402POLANDScore 45.1+6.9372ICELANDScore 44.7+6.2362KUWAITScore 44.3+5.2331GREECEScore 44.3+3.9512UKRAINESc
32、ore 44.3+10.1311EGYPTScore 43.0+1.5390MALAYSIAScore 42.6+4.1341SOUTH AFRICAScore 42.5+2.3351THAILANDScore 42.4+2.2381ARGENTINAScore 42.2+3.7442CZECHIAScore 42.0+6.7421MEXICOScore 41.0+3.4472INDONESIAScore 40.9+6.2492OMANScore 40.7+6.1431CROATIAScore 40.7+5.3451HUNGARYScore 40.5+5.3572GEORGIAScore 40
33、.0+6.6682BAHRAINScore 40.0+8.0Global Soft Power Index 2023ITALY 234567895272829303373839404474849501 Brand Finance Plc 2023 Brand Finance Plc 20231011Global Soft Power Index 2023 Brand Finance Plc 202351 912ESTONIAScore 40.0+10.152 642SLOVENIASc
34、ore 39.6+6.953 562JORDANScore 39.5+6.154 552CHILEScore 39.5+5.755 461MOROCCOScore 39.2+4.356 622BULGARIAScore 39.2+6.357 772AZERBAIJANScore 39.1+7.858 481COLOMBIAScore 39.0+4.259 521MALDIVESScore 38.9+4.960 872LITHUANIAScore 38.9+8.861 601PHILIPPINESScore 38.7+5.462 842SLOVAKIAScore 38.7+7.763 662UR
35、UGUAYScore 38.4+6.264 501ROMANIAScore 38.4+4.065 992LATVIAScore 38.4+9.166 531CUBAScore 38.3+4.367 712MAURITIUSScore 38.0+6.168 581CYPRUSScore 37.8+4.569 591VIETNAMScore 37.8+4.470 541PANAMAScore 37.7+3.871 651MALTAScore 37.5+5.172 671COSTA RICAScore 37.3+5.273 782SERBIAScore 36.9+5.774 902SEYCHELLE
36、SScore 36.9+6.975 802PARAGUAYScore 36.8+5.7 Brand Finance Plc 202376 822PERUScore 36.8+5.877 631IRANScore 36.7+4.078 972MONTENEGROScore 36.5+7.279 882KAZAKHSTANScore 36.5+6.480 932BARBADOSScore 36.4+6.781 611DOMINICAN REPUBLICScore 36.4+3.582 922BOLIVIAScore 36.4+6.583 761TUNISIAScore 36.4+5.184 831
37、PAKISTANScore 36.4+5.485 741RWANDAScore 36.2+4.886 751ALGERIAScore 36.0+4.687 962COTE DIVOIREScore 35.9+6.488 1132TURKMENISTANScore 35.8+8.089 792LEBANONScore 35.8+4.690 982ECUADORScore 35.7+6.491 1022NEPALScore 35.6+6.592 861GHANAScore 35.5+5.293 691NIGERIAScore 35.4+3.494 721BOSNIA AND HERZEGOVINA
38、Score 35.3+3.595 1192SUDANScore 35.3+9.396 1092BOTSWANAScore 35.2+6.797 1052BANGLADESHScore 35.1+6.198 1012TANZANIAScore 35.1+6.099 701JAMAICAScore 35.1+3.1100 951KENYAScore 35.0+5.5Global Soft Power Index 20231312Global Soft Power Index 2023 Brand Finance Plc 2023101 851UZBEKISTANScore 35.0+4.3102
39、941MADAGASCARScore 34.9+5.4103 1102SENEGALScore 34.9+6.5104 1182HONDURASScore 34.8+8.3105 1001CAMBODIAScore 34.8+5.6106 891VENEZUELAScore 34.7+4.7107 1162DEMOCRATIC REPUBLIC OF THE CONGOScore 34.4+7.3108 1041ALBANIAScore 34.4+5.3109 1122CAMEROONScore 34.4+6.5110 1031ETHIOPIAScore 34.3+5.2111 1142ANG
40、OLAScore 34.2+6.4112 1071ZAMBIAScore 33.9+5.1113 1081MYANMARScore 33.9+5.3114 1172MOZAMBIQUEScore 33.9+7.4115 731SRI LANKAScore 33.8+2.0116 811IRAQScore 33.7+2.7117 1061LAOSScore 33.6+4.8118 1202TRINIDAD AND TOBAGOScore 33.5+8.2119 1151UGANDAScore 33.4+6.0120121 111New1GUATEMALAZIMBABWEScore Score 3
41、3.3 32.7+5.1A Soft Power Report provides a full breakdown of your nation brands performance in all metrics of the Global Soft Power Index,both on a global level and on a country by country basis.You also gain access to our interactive dashboard where you can explore the scores of all 121 nation bran
42、ds in the study.Each report includes expert recommendations for improving your nation brand perceptions and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownSoft Power ReportBenefitsVisit www.brandfi email softpowerbrandfi InsightStrategyBe
43、nchmarkingEducationCommunicationUnderstandingNew1415IntroductionAs our world becomes increasingly interconnected and globalised,the importance of Soft Power in international affairs cannot be overstated.The use of Soft Power has become a critical component of foreign policy for nations around the wo
44、rld,as they seek to build positive relationships with other countries,promote their values and interests,and achieve their strategic objectives through non-coercive means.This is even more important when some nations use military force to impose their will on other nations.This annual report into So
45、ft Power covers the ability to influence others through attraction or persuasion rather than coercion.It encompasses a wide range of tools,including business and trade,governance,international relations,culture and heritage,media and communication,education and science,the character of the nation an
46、d the promotion of its values.This year,we are also looking more closely at environmental sustainability.Soft Power enables countries to shape the perceptions and attitudes of other nations,build trust and cooperation,and advance their own interests without resorting to military force.One of the key
47、 advantages of Soft Power is that it allows countries to achieve their goals through peaceful means.In contrast to hard power,which relies on military strength and coercion,Soft Power enables nations to win hearts and minds through dialogue,cultural exchange,and cooperation.This can be particularly
48、effective in building relationships with countries that may be suspicious or hostile towards ones own nation.By demonstrating goodwill and promoting mutual interests,countries can build trust and create a more stable and peaceful international environment.Another important aspect of Soft Power is it
49、s ability to foster economic development and prosperity.Nations can leverage Soft Power to attract foreign investment,enhance trade,promote tourism,and invite talent.All of those can help create jobs and boost economic growth in both partner countries.However,Soft Power is not without its challenges
50、 and limitations.It requires significant investments in education,culture,and diplomacy,and may not always yield immediate results.In addition,Soft Power initiatives may be undermined by domestic policies or actions that are perceived as hypocritical or inconsistent with the values being promoted.Mo
51、reover,Soft Power may not be sufficient to address certain challenges,such as terrorism,which may require the use of hard power.Despite these challenges,the importance of Soft Power in international affairs cannot be ignored.In a world where power is increasingly defined by intangible factors such a
52、s reputation,influence,and values,Soft Power has become an essential tool for achieving strategic objectives and promoting international cooperation.It is up to policymakers,diplomats,and citizens alike to recognise the potential of Soft Power,and to invest in the tools needed to wield it effectivel
53、y.Only by embracing Soft Power can we build a more peaceful,prosperous,and just world for ourselves and future generations.Join us,and many of the worlds leading Soft Power experts,as we consider the opportunities and risks ahead.David Haigh Chairman and CEO,Brand Finance1617The last year has proved
54、 to be a globally volatile one,with the retreat of COVID-19,Russias invasion of Ukraine,rising energy prices,and climate-related incidents and concerns.These trends were reflected in the research underlying the Global Soft Power Index 2023,with the previous COVID-19 pillar being removed and replaced
55、 with Sustainable Future measures.Protecting the environment,contributing to global climate action,green energy and technology investments,and sustainable cities and transport all feature.And,interestingly,“invests in space exploration”was added to the Education&Science pillar,an exciting area of ex
56、pansion and an undeniable source of Soft Power,although this may play into the hands of some of the richer,stronger nation brands.Data was collected from 111,364 people in 101 markets,the largest sample to date.Brand Finance also assesses the relative strength and financial value of nation brands,al
57、ongside Soft Power.This serves to reminds us that a nations brand strength and value are inextricably linked to the effectiveness of its Soft Power.Indeed,it can be argued that the strength and competitiveness of a nation brand is explained in large part through the impact of its Soft Power,and as s
58、uch,nation brand development and management should use Soft Power data as a part of its portfolio of tools for policy purposes.With that in mind,it is worth considering some of the key lessons that we may draw from the Index.First,exercise of hard power overshadows Soft Power,and reputation is an im
59、portant driver of both nation brand value and Soft Power.Russias invasion of Ukraine saw its reputation ranking plunge from 23rd to 105th,and the negative effect on its overall ranking caused it to drop out of the top 10.Second,ordinarily,individual leaders seem to have surprisingly little effect on
60、 overall Soft Power indicators.Germanys score survived the departure of Angela Merkel and even the UK has come through The Year of Three Prime Ministers with its ranking relatively unscathed.The notable exception we see this year is Ukraines Volodymyr Zelenskyy.In this case,Ukraines increased Soft P
61、ower is a direct reflection,not only of Zelenskyys moral leadership within the country,but also of the way that he has deliberately cultivated and amplified his personal Soft Power to gain continued support externally.Third,history counts.In the UK,despite a succession of political crises and a poor
62、 economic recovery from COVID,the countrys Soft Power score rose by+2.4.It is possible that the passing of Queen Elizabeth II and associated pageantry reinforced strong associations with aspects of Culture&Heritage while conjuring up a nostalgia for the UK as it was perceived in the past.Finally,str
63、ategy and investment work.The Gulf nations have seen a boost to their Soft Power this year,partly due to their benefiting economically from the energy crisis,but primarily because of increased involvement in international events.The UAE entered the top 10 for the first time,based on the success of E
64、xpo 2020 Dubai,with COP 28 to look forward to.Despite controversies,Qatars hosting of the FIFA World Cup has contributed massively to its Familiarity,Reputation,and Influence.Data on nation branding and Soft Power need to be viewed in totality then,and the tracking of global,competitive perceptions
65、in both areas is of paramount importance.In doing so,every nation needs a brand management structure that has a helicopter view of,and the means to act on,all nation brand and Soft Power initiatives.The greatest brands are the best at managing perceptions and this report is a call to action.Foreword
66、Dr Paul Temporal Associate Fellow,Sad Business School,University of Oxford1819Interview with Dmytro Kuleba-Minister of Foreign Affairs of Ukraine.Dmytro Kuleba Minister of Foreign Affairs of UkraineUkraine has risen from 51st to 37th in Brand Finances Global Soft Power Index 2023.How has Ukraine lev
67、eraged the use of media to advance its familiarity and influence as a nation since the beginning of the war?Ukraines Global Perception Report for 2022 has clearly shown that Ukraine is no longer a terra incognita.Ukraines results in the Global Soft Power Index 2023 only reinforce our findings Ukrain
68、es familiarity and influence have risen dramatically across the globe.Except for the obvious reason of Ukraine being all over the news,we have made a gargantuan effort to tell Ukraines story,set the Ukrainian narrative,and mobilise support.Ukraine is quite a blockbuster story.I would call this story
69、“Cinderella turned Captain Marvel”.President Zelenskyy has played a major role.He has become a brave wartime leader,a hero foreigners can relate to.We have used a set of tools:social media,emotional videos,famous dark humour,frank wartime diplomacy,and others.Data proves our success.For instance,our
70、 digital ecosystem Ukraine.UA has reached over 1.1 billion people in under one year.71%of people globally took Ukraines side.How has Ukraines cultural diplomacy improved over the last year and what specific measures has the government taken to promote Ukrainian culture abroad?Since February 24,Ukrai
71、nian cultural diplomacy has had to adapt to a new reality.We needed to satisfy the enormous demand for knowledge about Ukraine.Artists,authors,musicians,directors,and actors have been working tirelessly abroad,rallying for Ukraine by culture and art.Foreign Ministrys department of public diplomacy h
72、as coordinated hundreds of initiatives and campaigns.The MFAs Ukrainian Institute leading Ukraines cultural diplomacy launched a number of projects,such as Postcards from Ukraine,dedicated to the architectural heritage destroyed or damaged in the war.One major event to highlight was the Carnegie Hal
73、l performance of“Shchedryk”.This famous Ukrainian melody is well-known around the world as“Carol of the Bells”.It was highly symbolic,because the famous Ukrainian masterpiece was first performed at the same venue exactly 100 years ago,when Ukraine fought for its independence in the early 20th centur
74、y.In what ways is Ukraine leveraging its experience of the ongoing war to enhance its Soft Power,such as by promoting Ukrainian efforts towards peace and conflict resolution?We started strengthening our Soft Power muscles years before the full-scale invasion began.So we had the tools in our hands.We
75、 have learnt a lot this year and we found new allies.Ukraines First Lady Olena Zelenska plays a major role.Back in 2021 she organised the worlds first summit of first ladies and gentlemen in Kyiv focused on Soft Power.Olena Zelenska also undertakes foreign visits and appears in the media.She has bec
76、ome a leading figure of Ukraines Soft Power.The second summit in 2022 was related to the topic you mentioned:How to restore Ukraines human potential so severely damaged by war.Ukraine.UA is currently running a campaign called“What we are fighting for”.One of its main goals is to promote elements of
77、President Zelenskyys Peace Formula.Soft Power and creative communications are crucial to explain our diplomatic efforts to the world.2021How did we survey perceptions of nation brands?Defining Soft Power Consulting the experts The 8 Soft Power Pillars Constructing the Index The General Public Method
78、ology Conducting over 100,000 interviews across more than 100 markets 01Methodology2223Definitions of Soft PowerWhat is Soft Power?World leaders,global corporate brands,civil society,entrepreneurs,academics,journalists and thinkers are endlessly attempting to make sense of the concept of power.Is it
79、 a dominant force exerted upon smaller entities?Is it the art of coaxing another around to your way of thinking?When we look at nations around the world and their leadership through the lens of power,there are a variety of terms that can be applied to government policies and overall national influen
80、ce:hard power,Soft Power,sticky power,old power,and new power.The concept of Soft Power was first introduced by Joseph Nye in 1990 who argued that there is an alternative method of foreign policy for states to win the support of others;rather than the traditional hard power method,which involves usi
81、ng military and economic means as the primary method of achieving its goals.Power is,not simply the“the ability or right to control people or things”,but crucially it is also the possession of influence over others and the“ability to act or produce an effect”.Ultimately,Soft Power is the ability to
82、convert states rather than coerce them,or simply“getting others to want what you want”,which is achieved by proving your shared values and norms.This emphasis may have been relevant in the past,when states were reliant on taxable revenue and large armies were necessary to win wars both of which are
83、dependent on the size of the states population.This is no longer the case,as“the definition of power is losing its emphasis on military force”and“technology,education and economic growth are becoming more significant in international power”.The strength of a nation in bringing others on-side can be
84、said to rest broadly upon institutions,and rule of law.By proving the development of a nations domestic strength,it is able to further its influence and legitimise its role as an international player.Socialising accepted norms and values is also a large part of a nations effort to build its Soft Pow
85、er reserve a bank of influence created to affect the foreign policy of other states.This is because states,like humans,are more likely to trust those with whom they share common ideals.It is with this in mind that we have carved our in-house definition of Soft Power:Expert consultationWe started wit
86、h a deep dive review of existing Soft Power surveys,indices,and frameworks,followed by a series of expert consultation interviews with Soft Power practitioners and researchers.We have undertaken four rounds of expert consultations over the last four years,conducting qualitative interviews with over
87、50 practitioners and researchers of Soft Power worldwide and across several categories:academics,think-tank analysts,journalists,diplomats,nation brand managers,consultants,business leaders,artists and sportspeople.The purpose of the expert consultation and perception audit was to establish how Soft
88、 Power is viewed by its key stakeholders.A nations 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.2425Following this Soft Power deep dive,we were able
89、to build our own definition of Soft Power,carve out our 8 Soft Power Pillars and then form the building blocks of Soft Power and our ultimate Index structure.Definitions,definitions To date,the concept of Soft Power has undergone a critical analysis by a wide range of academics,journalists,think tan
90、ks,politicians,diplomats,and consultancies.By virtue of that,there are differing definitions of Soft Power and it is easy to fall into the trap of comparing apples with oranges.We started our analysis by clearly defining and conceptualising Soft Power to avoid any confusion and to ensure relevance o
91、f our study to a range of stakeholders.Country?Nation?State?Part of the confusion comes from using different terms for the actors that exercise Soft Power on the international stage.We have decided to refer to nations rather than countries(geographical term)or states(political term).Nation encompass
92、es both the government and the population of a country.Hard or Soft Power?As part of our analysis,we conceptualised hard power alongside Soft Power.It is impossible to talk about one without touching on the other.Although building up hard power capabilities is inevitable,nations should pay more atte
93、ntion to Soft Power and make it their preferred tool of foreign policy.The times they are a-changinMost research on Soft Power has centred on developed nations and almost equated Soft Power with liberal values.Such understanding of Soft Power leads to a very narrow account of what constitutes attrac
94、tion,especially in times marked by change.With our study being driven by an analysis of Soft Power of a broad range of nations,and conducting the survey in all corners of the world,we aimed to account for cultural differences and differing views.Soft Power rests on several pillarsSoft Power is deriv
95、ed and exercised in a variety of ways.We have divided the building blocks of Soft Power into 8 key pillars:Business&Trade,Governance,International Relations,Culture&Heritage,Media&Communication,Education&Science,People&Values,and Sustainable Future.Enhanced measurement of sustainability perceptionsT
96、he past few years were like no other,putting the nations of the world to the test as they fought to negotiate the fallout and devasting repercussions of the COVID-19 pandemic.No nation was free from the turmoil.Therefore,at the time,we included a special metric in the Global Soft Power Index measuri
97、ng the perceptions of the COVID-19 Response of nations,which as the pandemic has largely passed,has been discontinued for this years research.Now,as the climate emergency takes centrestage as the next global challenge,we haveenhanced our measurement of environmentalsustainability in the Sustainable
98、Future pillar.Perceptions of nation brandsIn measuring Soft Power,we survey perceptions of nation brands by the global general public across 35 attributes grouped under the 8 pillars.These nation brand attributes drive the Reputation and Influence of nations,which are key to developing Soft Power,wh
99、ich in turn allows to change preferences and behaviour of international stakeholders to bring economic benefits.The third KPI measured in the Index Familiarity enables stakeholders to form their perceptions in the first place.Definitions of Soft PowerGlobal Soft Power Index Weightings Brand Finance
100、Plc 2023 Brand Finance Plc 2023FamiliarityReputationInfluence8 Soft Power Pillars2627How the Index is constructed The Global Soft Power Index is based on the most comprehensive and wide-ranging research programme of its kind,with responses gathered from over 110,000 people across more than 100 count
101、ries,surveying perceptions of 121 nation brands from around the world.In the first two waves in 2020 and 2021,two surveys were conducted:+General Public:a survey of public opinion covering residents of over 100 countries representing all continents and regions of the world+Specialist Audiences:the v
102、iews of global decision-makers and influencers representing categories identified as likely targets and conduits for Soft Power:business leaders,market analysts,politicians,academics,think-tanks and NGOs,and journalistsWith both surveys yielding similar results,it was decided to focus on the General
103、 Public sample for 2022 and 2023,enabling us to increase the sample size significantly,and in particular the robustness of results within individual fieldwork markets.Thus,the 2023 Index is based solely on perceptions among the General Public.The Global Soft Power Index incorporates a broad range of
104、 measures,which in combination provide a balanced and holistic assessment of nations presence,reputation,and impact on the world stage.These include:+Familiarity:nation brands which people know,and have mental availability of,have greater Soft Power+Influence:the degree to which a nation is seen to
105、have influence in the respondents country as well as on the world stage+Reputation:is this country deemed to have a strong and positive reputation globally?+Performance on the core 8 Soft Power Pillars(Business&Trade,Governance,International Relations,Culture&Heritage,Media&Communication,Education&S
106、cience,People&Values,Sustainable Future)This year,we have removed the COVID-19 Response pillar as the salience of pandemic perceptions declines.Instead,we have enhanced our measurement of environmental sustainability by introducing three new attributes alongside acts to protect the environment to fo
107、rm a separate Sustainable Future pillar.A new attribute invests in space exploration has also been added under the Education&Science pillar.The weightings given to each measure within the Index were based on a combination of expert opinion,coming from an extensive literature review and expert consul
108、tation process,and statistical analysis assessing the degree to which pillar performance correlates with Influence and Reputation.The introduction of new attributes has not affected the weightings of the existing ones to ensure year-on-year comparability.Nation brands ranked in the Index 121 nation
109、brands were included in the research programme,including Zimbabwe for the first time.Key nations whose global reputations are of greatest interest to Index users and subscribers(e.g.China,US,Brazil)were prioritised as Tier 1(see map).These 32 Tier 1 countries have larger sample sizes rating them.Fie
110、ldwork and sampling An online survey was conducted among a sample of 111,364 adults aged 18-75,across 101 countries.As such,our sample is representative of the online population of each country.In developing markets with relatively low internet access(below 85%across all age Methodologygroups),this
111、skews the sample somewhat towards younger people with higher education,income,and connectivity but we deem this acceptable,as it is these groups in the population who are most likely to be affected by Soft Power and have some familiarity with other nations.Fieldwork MethodTwo fieldwork approaches we
112、re employed.Both have been shown to provide good representations of public opinion.In more developed markets,established online research panels were used.Panel selection and management was conducted by Savanta.Where online panel coverage is weak,we partnered with Bolt Insight,adopting a relatively n
113、ew and cutting-edge approach based on buying advertising space via digital marketing exchanges.Such an approach can be applied even to very challenging markets like Iraq and Venezuela.Quotas were applied by age,gender,and(in panel markets)region in line with the online population profiles of each co
114、untry.Note that no fieldwork was conducted in Russia for the 2023 Index,as in our view a reliable survey of Russian public opinion on these topics cannot be undertaken.Instead the results from 2022 were used in our model.Regional and global total scores were calculated by combining country results u
115、sing the following weights:+50%the one country one vote rule,accounting for the sovereignty and differences between the multitude of nations around the world+50%the size of the online population aged 18-75,with in effect the opinions of the residents of large countries,e.g.China,receiving a much gre
116、ater weight than those of smaller countries,e.g.EstoniaQuestionnaireEach respondent was shown a random sub-set of nation brands drawn from the 121 included in the Index and asked about their Familiarity.For countries about which the respondent had some knowledge,we obtained a detailed assessment of
117、reputation,influence,and performance on 35 characteristics representing the core 8 Soft Power Pillars.Across each country sample,the 121 nation brands were rotated to ensure that all nations were assessed globally.Surveys were conducted in the major languages of each country,totaling 54 languages gl
118、obally.2829General Public Country Coverage Tier 1 Tier 2 Nation Brand Only-No FieldworkNorth AmericaCanadaUnited StatesLatin America&CaribbeanArgentinaBarbadosBoliviaBrazilChileColombiaCosta RicaCubaDominican RepublicEcuador GuatemalaHondurasJamaicaMexicoPanamaParaguayPeruTrinidad and TobagoUruguayV
119、enezuelaAlbaniaAustriaAzerbaijanBelgiumBosnia&HerzegovinaBulgariaCroatiaCyprusCzech RepublicDenmarkEstoniaFinlandFranceGeorgiaGermanyEuropeMiddle East&North AfricaAlgeriaBahrainEgyptIranIraqIsraelJordanKuwaitSub-Saharan AfricaAngolaBotswanaCameroonCte dIvoireDem.Rep.CongoEthiopiaGhanaKenyaMadagascar
120、 MoroccoLebanonOmanQatarSaudi ArabiaTunisiaUnited Arab EmiratesOceaniaAustraliaNew ZealandBangladeshCambodiaChinaIndiaIndonesiaJapanKazakhstanLaosMalaysiaMaldivesMyanmarNepalPakistanPhilippinesSingaporeSouth KoreaSingaporeSri LankaThailandTurkmenistanUzbekistanVietnamAsia Brand Finance Plc 2023Greec
121、eHungaryIcelandIrelandItalyLatviaLuxembourgLithuaniaMaltaMontenegroNorwayPolandPortugalRomaniaRussiaSerbiaSlovakiaSpainSwedenSwitzerlandTurkeyUkraineUnited KingdomMauritiusMozambiqueNigeriaRwandaSenegalSeychellesSouth AfricaSudanTanzaniaUgandaZambiaZimbabweOver 111,000 interviews were conducted acro
122、ss the 101 countries surveyed.This included most of the 121 nations included for assessment of the Global Soft Power Index,with the exception of countries which are either very small(e.g.Luxembourg,Iceland)or where online surveys are challenging(e.g.Cuba,Iran).The sample size in each country was a m
123、inimum of 500 in all markets,and above 750 except in the case of:In key markets much larger samples were obtained above 2,000 in each of:India(3,713),China(3,549),USA(3,538),Germany(3,034),France(3,015),UK(3,012),Nigeria(2,491),and Kenya(2,480).CountryNumberPortugal616 Romania591 Chile589 Austria587
124、 Ireland577 Colombia573 Czech Republic572 Slovenia565 Thailand561 Estonia550 Philippines550 Lithuania550 Bolivia545 Slovakia539 Greece535 Uruguay533 Hungary532 Ecuador527 Peru525 Latvia523 Bulgaria520 Serbia518 Croatia513 Paraguay512 3031 02Executive SummaryWhat are the highlights from this years In
125、dex?Russias reputation plummets,sending it down the ranking Ukraine sees strongest soft power improvement this year Stable results for the top 3 superpowers:US,UK,Germany Japan swaps places with China in the top 5 The UAE enters the top 10 for the first time Nordic nations benefit from sustainabilit
126、y perceptions The top 30 without Latin American or Sub-Saharan African nations Sri Lanka sees steepest fall in ranking following crisis32332022 was marked by a number of events that have tested the Soft Power of all nations.The Russian invasion of Ukraine,protests in Iran,and the passing of Queen El
127、izabeth II were among the most prominent.As the economy began recovering from the COVID-19 pandemic,it was hit by inflation that seems unlikely to slow down anytime soon,with governments trying to manage the energy crisis as best as they can to protect consumers and businesses.This was the backgroun
128、d music playing as Brand Finance conducted the research for this new report.The Global Soft Power Index is a research study into the perceptions of 121 nation brands from around the world.It is based on the most comprehensive and wide-ranging fieldwork of its kind,with responses gathered from over 1
129、00,000 people across more than 100 markets.The Global Soft Power Index 2023 is the fourth iteration of this study,which Brand Finance hopes to continue conducting annually.The United States of America has again claimed the top spot with a score of 74.8 out of 100 followed by the United Kingdom(67.3)
130、,and Germany(65.8).There is hardly any change among the worlds top 10 Soft Power superpowers this year,with a notable exception of the United Arab Emirates(55.2)moving up to 10th place as the first nation from the Middle East to achieve that feat.Further down the ranking,we are seeing much more disr
131、uption and movement.While nations have turned to Soft Power to restore trade and tourism after a devastating health crisis,the world order has again been disrupted by the hard power of the Russian invasion of Ukraine.An event that would be hard to believe were it not for the intensity of the images
132、we have been seeing for months and the consequences the conflict is having on politics and the economy alike.On Soft Power,Russia has already lost to UkraineAt dawn on 24th February 2022,President Vladimir Putin launched missile attacks on Kyiv starting the biggest military conflict in Europe since
133、World War II.One year on,the global economy remains weakened by the war due to major trade disruptions and food and fuel price shocks,which are contributing to rising inflation and tighter global financial conditions.While Russias Familiarity and Influence scores have gone up because of the impact t
134、hat its decision to go to war has had on lives the world over,the nations Reputation has been severely damaged.Russias Reputation ranking,one of the main determinants of Soft Power,has fallen from 23rd to an abysmal 105th resulting in an overall Index erosion of-1.3 points(more than any other nation
135、)and causing it to drop out of the top 10 down to 13th.It also now ranks 119th for the People&Values pillar and for the“good relations with other countries”attribute in International Relations.And these are not the only consequences that Russia has suffered,global sanctions have caused the nations p
136、erceptions as“easy to do business in and with to fall by 61 places and having“future growth potential”by 74 places.The nation has lost ground relative to others in the Index on all 35 attributes apart from“affairs I follow closely”.At the same time,Ukraine gains+10.1 points(more than any other natio
137、n)driven by a steep increase in Familiarity and Influence and jumps 14 ranks up to 37th from 51st the previous year.Ukraine now ranks 3rd in the world for“affairs I follow closely”and sees significant gains across attributes accentuated in official communications and media Executive Summary.Global S
138、oft Power Index Top 20617181920 046910 55.1 52.3 2+2.874.8 70.7+4.11411 54.9 53.0 1+1.8 67.3 64.9 0+2.41122 54.8 56.1 1-1.3 65.8 64.6 0+1.2933 54.6 52.7 1+1.9 65.2 63.5 2+1.7135 53.9 52.9 1+1.0 65.0 64.2 1+0.81254 53.7 50.6 0+3.1 62.4 60.6 0+1.8166 52.6 49.7 0+2.9 60.7 59.5 0+1.21777 51.8
139、 48.8 0+3.0 58.5 56.6 0+2.01888 51.3 47.1 2+4.1 56.6 54.7 2+1.82410 51.2 48.5 1+2.8 55.2 52.0 2+3.21915BelgiumUnited Arab EmiratesSaudi ArabiaDenmarkSwitzerlandNorwayCanadaNetherlandsFranceSouth KoreaChinaAustraliaJapanRussiaGermanySpainUnited KingdomSwedenUnited States Brand Finance Plc 2023ItalyKo
140、nrad Jagodzinski Place Branding Director,Brand FinanceExecutive Summary.3435reports,such as“respects law and human rights”(up 69 to 29th),“tolerant and inclusive”(up 63 to 44th),and“leader in technology and innovation”(up 26 to 50th).The popularity of Ukraines President Volodymyr Zelenskyy,his minis
141、ters,and advisors,results in the nation going up 36 ranks to 12th on“internationally admired leaders”.Nevertheless,many other attributes are affected negatively,from the obvious“safe and secure”(down 60 to 118th)or“great place to visit”(down 38 to 118th),to perceptions of Ukraines culture and people
142、 as the focus shifts to their suffering.Perceptions of other nation brands have also been affected by the conflict.Since the beginning of the war,Poland has played a particularly important role,taking in more Ukrainian refugees than anyone else and advocating for diplomatic,economic,and military ass
143、istance to Kyiv as part of the Wests response to Russias aggression.As a result,Polands Familiarity and Influence have increased,and the overall Index score improved by+6.9 points,moving it up seven places to 33rd its all-time highest ranking.It records some of its biggest gains across attributes as
144、sociated with humanitarian support for Ukraine and its people,such as“generous”(up 62 to 29th),“tolerant and inclusive”(up 60 to 24th),and“helpful to countries in need”(up 33 to 15th).USA unrivalled as the Soft Power superpower Under President Joe Biden,the United States reclaimed its top spot in th
145、e ranking in last years Index and has further increased the lead over other nation brands this year.The USAs overall score is up+4.1 points to an all-time high of 74.8.With the strengthening of the dollar and widely publicised large-scale investment projects by the federal government,perceptions of
146、the US economy are on the up,resulting in America claiming the top spot for Business&Trade from China.The US also benefits from the introduction of a new“invests in space exploration”attribute in the Education&Science pillar,where it ranks 1st in the world.In fact,the US ranks 1st in twelve and amon
147、g the top 3 in four more categories,bagging 16 Soft Power medals more than any other nation brand in the Index.The US records stable scores across most categories.However,mounting problems with shootings,gun crime,and police violence continue to erode perceptions of the country as“safe and secure”(d
148、own from 21st in 2020 to 62nd this year)and of its people as“friendly”(down from 5th in 2020 to 103rd this year).The end of the Second Elizabethan Era In the United Kingdom,2022 will be remembered as the end of an era.The passing of Queen Elizabeth II at the age of 96,after 70 years on the throne,sh
149、ook the nation.At the same time,intense media coverage of the period of mourning and the monarchs spectacular funeral attended by the worlds leaders reminded the world of Britains greatest Soft Power assets.The UK has defended its 2nd position in the Index this year,with an increase of+2.4 points to
150、 65.8,recording increases across a number of attributes,from“good relations with other countries”(up 7 ranks)to“appealing lifestyle”(up 5 ranks).Last year will also go down in British history for its three prime ministers.After the fall of Boris Johnsons government as a result of“Partygate”,Liz Trus
151、s shot to power as quickly as she lost it to Rishi Sunak,becoming the countrys shortest-serving prime minister ever.While the nations overall Reputation has not been dented,perceptions of the UK as“politically stable and well-governed”declined relative to others(down 10 ranks).Germany post-Merkel ho
152、lds its own Many worried about Germany losing its international standing after the departure of Angela Merkel.A year later,the nation has largely held its own,retaining 3rd position in the Executive Summary.3637Index,with an increase of+1.2 points to 65.8.Olaf Scholzs government has struggled with c
153、riticism of its hesitant response to Russias invasion of Ukraine,but this has had little impact on the nations perceptions among the global general public.Germanys nation brand strength transcends political crises,proving its resilience regardless of who is in charge.China retains“future growth pote
154、ntial”despite COVID-19 restrictionsAlthough China has seen marginal growth of its Global Soft Power Index score(+0.8 to 65.0),it dropped in the ranking from 4th in 2022 to 5th in 2023,overtaken by Japan.While most nations accelerated their global engagement across trade,investment,tourism,and talent
155、,China remained closed last year,maintaining a zero COVID policy.Reduced mental and physical availability of Chinas nation brand among global audiences undermined its ability to improve perceptions at the same pace as competing economies,resulting in some relative declines,such as in the People&Valu
156、es (down 57 to 95th)and Media&Communication(down 12 to 24th)pillars.Nevertheless,on many metrics China has largely defended its position from last year and it remains 2nd in the world for Influence,behind only the US,and 3rd in the Education&Science pillar,with particularly strong performance across
157、“leader in technology and innovation”(2nd),“leader in science”(3rd),and the new attribute:“invests in space exploration”(3rd).The nation also maintains its global#1 positions for“easy to do business in and with”and“future growth potential”,pointing to the resilience of its Business&Trade credentials
158、,despite an overall rank drop for the pillar to 3rd.Revised economic growth forecasts by the International Monetary Fund confirm that China is back in business in 2023,predicting 5.2%GDP growth,above the level of previous expectations as private consumption rebounds following the countrys opening po
159、st-COVID at the end of 2022.UAE enters top 10 for the first timeWith otherwise little change in the top 10,the performance of the United Arab Emirates is a standout.For the fourth year running,the Emirates achieved the highest score of any Middle Eastern nation brand,but this years increase of+3.2 t
160、o 55.2 has meant a jump of five ranks to allow it to claim 10th position in the global ranking for the first time.Both Reputation and Influence of the Gulf nation have seen notable increases this year.The UAE was one of the first economies to roll out mass vaccination and open during the COVID-19 pa
161、ndemic,giving it a head start ahead of others and allowing it to maintain positive perceptions across the Business&Trade pillar with a particular improvement on the“future growth potential”attribute,where it ranks 3rd globally(up 8 ranks).The successful showcase of the Emirates as a global trade hub
162、 thanks to EXPO 2020 has also undoubtedly provided a significant boost.At the same time,the UAE is one of the largest donors of foreign aid as a percentage of GDP,which is recognised by the global general public counting it among the worlds most“generous”nations 3rd (up 7 ranks).Perceptions of the U
163、AEs Governance and International Relations are on the up too and the nations salience is only expected to grow.The Emirates Mars Mission has landed the UAE at 8th for“invests in space exploration”,while hosting the worlds most high-profile climate conference,COP 28,will put the nation firmly in the
164、spotlight in 2023.The historically oil-heavy economy continues to increase its commitment to diversification,innovation,and investment in a more Sustainable Future.The UAE already scores relatively high on the new Soft Power pillar of that name,placing 19th globally.Gulf nations on the riseOther Gul
165、f nations have also seen a surge in Global Soft Power Index scores in 2023,explained by a growing salience at a time of a global Executive Summary.3839energy crisis sparked by Russias invasion of Ukraine.Home to one-quarter of the worlds known oil reserves and with the largest output of oil producti
166、on globally,Saudi Arabia has gone up to 9th in the Influence ranking and enters the overall Index top 20 for the first time at 19th.As the Kingdom has played a crucial role in providing energy security for the rest of the world,its rank for“strong and stable economy”has also increased to 14th(up 7 r
167、anks),resulting in an improvement of the whole Business&Trade pillar score.But Saudi Arabia is looking beyond oil showcasing its tourism appeal on the one hand and commitment to energy transition on the other.It ranks 11th in the world for“rich heritage”and places highly for“invests in green energy
168、and technologies”(25th)as well as“sustainable cities and transport”(27th).Through Vision 2030,the Kingdom has emphasised its commitment to a transition to a more sustainable economy.This has included significant investment in renewable energy,particularly through the development of the hydrocarbon i
169、ndustry.Fellow Gulf nation Qatar has also seen impressive gains in this years Global Soft Power Index.In 2022,Qatar hosted the worlds most widely viewed sporting event,the FIFA Football World Cup.Organising a major sporting event can really put a nation brand on the map.With improvements recorded ac
170、ross the three KPIs of Familiarity,Reputation,and Influence,Qatar enters the top 25 for the first time,coming 24th in the overall Index ranking.Despite mixed press in the run up to the event,the tournament was a major success,enhanced by a blockbuster final which saw Argentina take the coveted troph
171、y.Qatar showcased its key Soft Power assets to a global audience of fans in the stadiums and in front of TV screens,improving perceptions particularly across Culture&Heritage attributes.But also scores for attributes associated with the controversies,such as“respects law and human rights”(up 11 rank
172、s)and“tolerant and inclusive”(up 12 ranks),have seen improvements.Nordics benefit from sustainability perceptions Nordic countries,Sweden(11th),Norway(17th),Denmark(18th),Finland(22nd),and Iceland(34th)all benefited from the enhanced measurement of environmental sustainability perceptions in this ye
173、ars Global Soft Power Index.All boosted their Soft Power scores,with Sweden,Finland,and Iceland also rising 3 places in the ranking each.Leading the pack,Sweden ranks 3rd on the new Sustainable Future pillar,behind only Germany and Japan,scoring highly across the board in all four attributes that co
174、nstitute it.Currently around 60%of Swedens national energy supply comes from renewable sources,with a plan to go 100%fossil-fuel-free by 2045.As sustainability becomes an ever-more-important factor for Soft Power,Sweden and other Nordic countries will have an important role to play in setting the pa
175、ce for the energy transition.They can act as working examples of the successful incorporation of sustainability into all levels of society and business.Top 30 without Latin American or Sub-Saharan African nationsLatin American and Sub-Saharan African nation brands consistently underperform in the In
176、dex.Brazil is Latin Americas highest ranked this year at 31st,down from 28th in 2022.The country has faced a difficult few years due to a high COVID-19 toll and a tumultuous political situation.Its government,under the presidency of populist Jair Bolsonaro,was criticised for its response to the pand
177、emic and its environmental policy.On top of that,encouraged by the dubious example of President Donald Trumps supporters in the US,hard-line Bolsonaro followers stormed Brazils Congress,following Executive Summary.4041political rival Lula da Silvas inauguration in January 2023.Brazils volatile polit
178、ical environment gained worldwide coverage and has clearly affected its Soft Power standing.Brazil scores significantly below the global average for the Governance pillar,in which it dropped by 28 ranks to the abysmal 86th place globally,with particular lows for“high ethical standards and low corrup
179、tion”(115th),“safe and secure”(108th),and“politically stable and well-governed”(88th)metrics.Nevertheless,the change of presidency offers a new opening and a new hope for Brazils Governance perceptions.Furthermore,Brazil has a strong global Familiarity,ranking 12th,and continues to perform well in t
180、he Culture&Heritage pillar,where it comes 9th.Brazilians are perceived as the worlds“leaders in sports”and more“fun”than any other nation globally.South Africa is the regional leader in Sub-Saharan Africa,although like Brazil it has also dropped in the ranking this year to 40th place globally,down f
181、rom 34th last year.The country continues to face significant challenges in its labour market;high poverty levels and economic inequality;security issues and high crime rates;high inflation levels;and structural constraints,such as energy shortages.This has resulted in relative declines across all pi
182、llars except Culture&Heritage for which it has recorded minor growth.Despite seeing a 13-position reduction in the Business&Trade rank to 45th,the nation continues to be regarded as holding significant“future growth potential”,ranking 5th globally its strongest performance across all metrics.Indias
183、performance improves,but offers plenty more potential India has improved its performance in the Global Soft Power Index by one spot,inching up to 28th position in the ranking.The nation performs particularly well in the Culture&Heritage pillar ranking 19th globally.It is firmly within the top 10 for
184、 three out of its six attributes:“influential in the arts&entertainment”(5th),“rich heritage”(7th),and“food the world loves”(8th).India also continues to perform well in the Education&Science pillar coming 20th globally.It ranks 14th for the“leader in science”attribute and 17th for“leader in technol
185、ogy and innovation”.India also performed particularly well in the newly added“invests in space exploration”attribute,coming 9th globally.The Indian Space Research Organisation marked its first entry into commercial satellite launches in 2022,while private space technology companies within India also
186、 continued to excel.While India has improved in this years ranking,it lags behind particularly on Reputation(65th)as well as on perceptions of People&Values(93rd),Governance(103rd),and Sustainable Future(109th).Nevertheless,it is recognised as having significant“future growth potential”,with the 2nd
187、 highest score globally.India is predicted to become the worlds most populous country before the end of this year and is going through rapid economic development.The nation brand has a lot of as yet unrealised potential and ought to become a true Soft Power superpower in future.Sri Lanka sees steepe
188、st fall in ranking following crisis Indias neighbour,Sri Lanka,has seen the largest fall of any country in the Index,down 42 places to 115th globally.In the last two years,the country has encountered both economic and political crisis,with supply shortages and resulting widespread anti-government pr
189、otests causing a domino effect that brought Sri Lanka to effective bankruptcy.These issues are reflected In Sri Lankas reduced scores across the board.Sri Lanka now ranks within the bottom 10 for all pillars apart from Culture&Heritage,where its score is higher(92nd)thanks to more positive perceptio
190、ns of“rich heritage”(56th),“food the world loves”(68th),and“great place to visit”(71st).Executive Summary.4243 Brand Finance Plc 2023Soft Power Medal WinnersPillarsMetrics Familiarity Reputation Influence Easy to do business in and with A strong and stable economy Products and brands the world loves
191、 Future growth potential Internationally admired leaders Politically stable&well-governed High ethical standards and low corruption Safe&secure Respects law and human rights Influential in diplomatic circles Helpful to countries in need Good relations with other countries Influential in arts and ent
192、ertainment Food the world loves A great place to visit Rich heritage An appealing lifestyle Leaders in sports Easy to communicate with Affairs I follow closely Influential media Trustworthy media A leader in science Strong educational system Leader in technology and innovation Invests in space explo
193、ration Generous Fun Friendly Trustworthy Tolerant&Inclusive Acts to protect the environment Sustainable cities and transport Invests in green energy and technologies Supports global efforts to counter climate changeArtur Bryzghalov Place Branding Associate,Brand FinanceThe Global Soft Power Index is
194、 based on the most comprehensive and wide-ranging research programme of its kind,with responses gathered from over 100,000 people across more than 100 countries,surveying perceptions of Soft Power of 121 nations from around the world.The study incorporates a broad range of measures,which provide a b
195、alanced and holistic assessment of nations presence,reputation,and impact on the world stage.These include three key metrics:+Familiarity:nation brands which people know,and have mental availability of,have greater Soft Power.+Reputation:is this country perceived to have a strong and positive reputa
196、tion globally?+Influence:the degree to which a nation is seen to have influence in the respondents country as well as on the world stage.The performance on the core 8 Soft Power Pillars(Business&Trade,Governance,International Relations,Culture&Heritage,Media&Communication,Education&Science,People&Va
197、lues,and Sustainable Future)all contribute to the overall evaluation.According to these,the top ten nations in the 2023 Soft Power ranking are,in order:the United States,the United Kingdom,Germany,Japan,China,France,Canada,Switzerland,Italy,and the United Arab Emirates.Because the overall ranking is
198、 a composite of evaluations on different categories,Brand Finance has designated the best-performing nations in each category as medallists,awarding a gold,silver,and bronze medal to the highest-ranked nations in each field.United States wins Soft Power OlympicsThe United States is this years most d
199、ecorated Soft Power country.With a total of 16 medals it is ahead of Switzerland and Canada,which each earned 13 medals.This year,the US earned gold in twelve areas,two of them the key performance indicators of Familiarity and Influence.Last year,Switzerland and the US scored the exact same number o
200、f golds,silvers,and bronzes,but now the US has taken a firm lead.Switzerland is the country with the best Reputation in the world,followed by Canada and Japan who took the silver and bronze medals respectively.Germany perceived as the most sustainable nation This years Global Soft Power Index 2023 r
201、esearch includes several new metrics relating to Sustainable Future.Germany is,according to the research,the best-perceived nation in terms of environmental sustainability.It is followed by Japan,Sweden,Switzerland,and Norway.While Germany leads the Sustainable Future pillar overall,it wins no gold
202、medals for the attributes that make it.Japan takes gold in two of its metrics,namely“sustainable cities and transport”and“invests in green energy and technologies”,with the US in the lead for“supports global efforts to counter climate change”,and Norway coming top for“acts to protect the environment
203、”.Germany has been proactive in developing ambitious environmental policies during the last decade.The countrys strong environmental framework makes it not only a pioneer in environmental protection and sustainable development,but also constitutes a good The Soft Power Medal Table.4445The Soft Power
204、 Medal Table.Total1.12 1 3 16 2.8 2 3 13 3.3 7 3 13 4.3 3 2 8 5.2 7 2 11 6.2 2 2 6 7.2 1 3 6 8.2 -2 9.1 4 6 11 10.1 1 2 4 11.1 -1 12.1 -1 12.-2 3 5 14.-2 1 3 15.-1 2 3 16.-1 -1 17.-1 -1 18.-1 -1 19.-1 -1 20.-1 -1 21.-2 2 22.-1 1 23.-1 1 24.-1 1 25.-1 1 Brand Finance Plc 2023The Soft Power Medal Tabl
205、eexample on how a cleaner low-carbon economy is compatible with growth.In its 2023 global marketing,Destination Germany will put the focus on climate-friendly travel and a responsible use of all resources.Germany nation brand managers are actively setting the agenda for sustainable tourism through t
206、heir theme-based campaigns.Together with partners in the German travel industry they are working on extending their visitors length of stay by offering innovative products.They are also putting more emphasis on tourism that combines cities and rural regions,and on promoting the off season.An opportu
207、nity to shineThe medal table is where some smaller or less influential nation brands can shine and be noticed.Greece and Maldives win golds for“rich heritage”and“great place to visit”respectively.Egypt follows Greece with a silver for“rich heritage”,while Oman takes silver for“generous”driven by ext
208、remely high scores from around the Middle East.Finally,Iceland gets a bronze for“acts to protect the environment”and the people of Portugal come third in the world for“friendly”.4647How to interpret and leverage the data?Soft Power is More Than Just a Great Reputation How to Build Reputation and Inf
209、luence?A Roadmap to Setting Strategic Priorities Nation Brand Value Can Nation Brand Perceptions Predict Performance?Global Soft Power Summit 2023:Sustainability Do the Media Decide for Us What is Important?Sports and Soft Power 03Brand Finance Insights4849Soft Power is More Than Just a Great Reputa
210、tion.Steven Thomson Insights Director,Brand FinanceThe Global Soft Power Index uses a balanced scorecard approach to evaluating nation brand perceptions which recognises that Soft Power encompasses elements of visibility,reach,weight.Soft Power is more than reputation alone.Of course,Reputation is i
211、mportant.Soft Power aims to impact attitudes and(ultimately)behaviour through attraction or persuasion rather than coercion,and for a nation to be attractive and a role model for others,its overall Reputation must be as positive as possible.But that is often not sufficient.There are plentiful exampl
212、es of nations with positive Reputations but somewhat limited Soft Power,beyond very specific arenas/pillars or in neighbouring countries.We also emphasise the importance of Familiarity and mental availability if you have a good Reputation you want as many people as possible to know about it,and to h
213、ave frequent reminders and demonstrations of your qualities.Our third KPI is Influence the perceived presence and impact that your nation has in other countries,overall or in specific areas.#Familiarity and Reputation are positively correlated with Influence,but the relationships between these three
214、 KPIs(and their underlying drivers)is complex,and a balanced Soft Power strategy should always aim to fire on all cylinders.Familiarity underpins InfluenceIt is hard to have much Influence and thus Soft Power if you are a small,geographically-remote,and/or relatively obscure nation.But it is not a l
215、inear relationship if you have a strong Reputation and widespread Influence in specific fields,you are going to be less obscure,people will visit your nation,do business with you,and absorb your culture all of which will in turn increase your mental availability and Familiarity.But Influence and Sof
216、t Power are clearly not purely a function of Familiarity,otherwise Pakistan and Finland would have similar levels of each,in line with Familiarity.Arguably,therefore,Familiarity is necessary but not sufficient.Familiarity x Influence2 3 4 5 6 7 8 9 2FamiliarityInfluence Brand Finance Plc
217、2023A strong Reputation takes you to the next level Salience and Familiarity are clearly important foundations of Soft Power,but to build on that your target audiences need to see something desirable in your actions,governance,values,culture,or products.The logical argument is that a great Reputatio
218、n is also necessary for a nation to grow its Soft Power base,and while that is largely true,there are some obvious exceptions.Nations with weak Reputations do indeed generally have very limited Soft Power,even when they are relatively large and strategically important.Nigeria,India,and Brazil are go
219、od examples of nations that have considerable Soft Power potential but underperform in terms of Reputation.In Nigerias case this is limiting its Influence within sub-Saharan Africa(let alone beyond).Common sense says that a more positive Reputation would improve these nations Influence and overall S
220、oft Power.As the chart above shows,a great Reputation can take you a long way,if not to the very top of our Soft Power rankings.Among the top 30 nations for Reputation,all wield significant Soft Power apart from very small nations(e.g.Maldives,Iceland),and even these punch well above their weight.So
221、 while a strong Reputation may not always be sufficient to be a Soft Power heavyweight,obviously it is a key component.Influence complements ReputationHence,a nation with a negative or mixed Reputation can never fulfil its Soft Power potential but there are several examples of nations with significa
222、nt Soft Power despite a Reputation that we might politely say has room for improvement.Russia is the most obvious outlier,where sheer size,historical Influence and,arguably,hard power,combine to ensure that Russia retains Soft Power assets but unless Russia can turn its Reputation around these are l
223、ikely to erode in the medium term.Israel,China,Saudi Arabia,UK,and USA are other examples of nations whose Soft Power rankings are not a merely a function of having a perfect Reputation.Reputation x Global Soft Power Index Score Brand Finance Plc 20234 4.5 5 5.5 6 6.5 7 7.5 880 706050403020Reputatio
224、nGlobal Soft Power IndexSoft Power is More Than Just a Great Reputation.5051However,for these nations,their Reputations generally are positive very good in many cases.Saudi Arabia,for example,may not be universally acclaimed but ranks a respectable 32nd for overall Reputation and in the top 15 for e
225、conomic stability,diplomatic influence,and heritage.Similarly,while Israel polarises opinion somewhat,its qualities are acknowledged even in relatively hostile markets(for example,Chinese respondents are negative towards Israel overall but admire its educational and scientific achievements).The magi
226、c ingredient that translates a good enough Reputation into strong Soft Power is Influence.Best-practice for developing Soft Power thus considers how best to improve Reputation and Influence.Influence is not easily earned,but there are steps that nations can take to build it.Nations which punch above
227、 their weight for Influence typically have one or more of these characteristics listed in the table below.The last two elements will be more directly impacted by the actions of nation brand marketing teams and activity even the smallest,most remote or economically-challenged nation can undertake act
228、ions to grow its Influence.Our section on drivers analysis discusses how.CharacteristicsExample Nations Large nations often able to wield hard/economic as well as Soft Power Significant historical and cultural ties built up over decades High GDP per-capita Geographically strategic location Linguisti
229、c advantages Effective influence-building strategies and actions Strong role models with excellent reputations Brand Finance Plc 2023Soft Power is More Than Just a Great Reputation.5253How to Build Reputation and Influence?A Roadmap to Setting Strategic Priorities.Carine Guillou Research Director,Br
230、and FinanceKatrina Rogala Analytics Manager,Brand FinanceNurturing reputation and coming across as an influential player are both essential objectives for nation brands as it is important to build recognition in the best possible light in order to grow Soft Power.It will establish trust and provide
231、a strong base for securing national interests.It will also help to attract investors,tourists,trade,and talent.But how should nation brands go about growing Reputation and Influence?Build a global strategic axis around key driversPrioritising activities that have an impact across many countries will
232、 save money and increase efficiency.Cultural and market specificities exist,but it is easy to get submerged into local tailoring paralysis.Therefore,while it is important to acknowledge these differences,it is best to start with identifying commonalities.Our Global Soft Power Index research shows th
233、at there is a great opportunity for nation brands to build a global strategic axis where broad priorities,content,and guidelines can be harmonised.Running regression analysis against the Reputation and Influence metrics,we see that despite cultural differences,certain attributes consistently come ou
234、t as stronger drivers regardless of country,region,or continent.Likely linked to the universal need for security and safety,solid economic and political foundations are paramount that is both internally and in global affairs.Both Reputation and Influence are strongly driven by a nations ability to d
235、emonstrate a strong and stable economy with openness for business.Influence is also primarily linked to a nations convincing power in diplomatic circles while Reputation is very positively impacted by internationally admired leaders and a well-governed and politically stable situation.This means nat
236、ions should endeavour to display reasonable messaging and actions that will make them come across as strong figures and role models.Influential in diplomatic circlesA country whose affairs I follow closelyA strong and stable economyEasy to do business in and withInfluential in the world of arts and
237、entertainmentTop 5 Global Drivers of Influence Brand Finance Plc 2023Other key drivers of Influence include attracting press interest(“affairs I follow closely”)and an often-overlooked area “influential in arts and entertainment”it is in fact an efficient lever and one that would certainly work to b
238、oost Familiarity too.Another dominant driver of Reputation is“sustainable cities and transport”,which is indicative of the shifting mentality towards social responsibility and the expectation of leadership from governments and elected officials in this space.Finetune locally and build cross-border a
239、cceptanceUnderstanding how to execute the strategy locally can involve considering additional local drivers to leverage.For example,in China,“food the world loves”is far more important than it is at the global level where it ranks 28th out of the 35 attributes.In Japan,on the other hand,“great place
240、 to visit”jumps to third place,up from 24th globally.Meanwhile,“products and brands the world loves”is important to both China and Japan and likewise far more so than at a global level.A strategy linked to these local drivers may be worthwhile if these markets are an important part of the overall ge
241、ographical target.A strong and stable economyPolitically stable&well-governedFood the world lovesEasy to do business in and withProducts and brands the world lovesTop 5 Reputation Drivers in China Brand Finance Plc 2023A strong and stable economyPolitically stable&well-governedA great place to visit
242、Easy to do business in and withProducts and brands the world lovesTop 5 Reputation Drivers in Japan Brand Finance Plc 2023How to Build Reputation and Influence?A Roadmap to Setting Strategic Priorities.A strong and stable economyInternationally-admired leadersPolitically stable and well-governedEasy
243、 to do business in and withSustainable cities and transportTop 5 Global Drivers of Reputation Brand Finance Plc 20235455Define your area of focus and prioritise easier winsOnce key drivers are identified,the next step is to assess performance against top drivers to define the area of focus that is t
244、he important drivers that are weakly associated with the nation brand.Improving perceptions on these dimensions will have the highest impact.Reinforcing strong associations with important drivers will also protect existing Reputation and Influence.It is crucial to be realistic and strike the right b
245、alance between feasibility and potential impact.A nation must look at its resources,ease of implementation,touchpoints,government objectives,and the receptiveness of its home citizens.A nation may have unique characteristics that are not strong drivers but could still be converted into valuable outc
246、omes if no significant investments are required and if international relevance can be unlocked.Finally,monitoring trends that could become more important tomorrow could play a critical role longer term.Low ImportanceReinforce strong associationsMonitor trendsUnlock relevance of unique characteristic
247、sHigh PerformanceArea of focusHigh ImportanceLow PerformanceImportance vs Performance Drivers Analysis Brand Finance Plc 2023Nonetheless,the most important aspect of local finetuning is to support the intercultural fluency of partners,ambassadors,communities,organisations and individuals involved in
248、 the delivery of initiatives.While nations can contribute to the world in ways that can generate positive emotions universally(food,music,sport,scenic beauty etc.),the way they present their activities can unexpectedly be misconstrued and intentions can easily be misinterpreted or recast.Getting ahe
249、ad of potential criticism is becoming increasingly complex.The international environment is full of tangible and intangible information that is widespread and vehiculated instantly via multiple digital channels.While modern media platforms constitute a massive opportunity for initiatives that can tr
250、avel across frontiers,they also increasingly expose nations to risks of backlash.The key is to identify cultural trends early,to be responsive to public opinion and to demonstrate authenticity.Increasing exposure to their own culture can also be a powerful way for nations to ensure positive emotions
251、 are associated with their own lifestyle and communication style.How to Build Reputation and Influence?A Roadmap to Setting Strategic Priorities.5657Nation Brand Value and Strength.Nation Brand Value and Strength.Dhanushika ShanmuganathanPlace Branding Associate,Brand FinanceWhat difference does a n
252、ation brand make?Nation branding is about how a country positions and promotes itself.It is an important asset that enables countries to differentiate their economic activity,people,and tourism in a global marketplace.Countries globally are becoming increasingly cognizant of the value of their natio
253、n brand as an asset.Understanding the value of a nation brand involves perceptions research and financial analysis.The strength of a nation brand is affected by its Soft Power perceptions and building a nations Soft Power allows to bring economic benefits to a country,driving its nation brand value.
254、Along with the Global Soft Power Index,Brand Finance has been tracking and publishing an annual ranking of the worlds most valuable and strongest Nation Brands for almost 20 years.How is Nation Brand Value measured?Brand Finances approach to valuing a nation brand is an adaption of the ISO 10668 Bra
255、nd Valuation standard,based on the royalty relief mechanism employed to value the worlds largest corporate brands.To understand the value of a nation brand we look at two key areas:the financial performance(GDP)of the nation and the strength of the nation in the global marketplace.Whilst it is easie
256、r to compare the financial and economic performance of nations,assessing the strength can be a slightly more complex undertaking.Nation Brand Strength in detail The Nation Brand Strength,a score given from 0 to 100,allows us to understand the relative strength of a nation in the global marketplace.T
257、his plays a crucial role in calculating the value of the nation brand.It is the part of our analysis most directly and easily influenced by those responsible for their countrys nation branding initiatives.Nation Brand Strength is determined through a balanced scorecard of metrics evaluating brand in
258、vestment,brand perceptions,and brand performance.Nation Brand Investment looks at what assets the nation brand has compared to competing countries that would help it generate positive perceptions.The investment pillar includes key metrics across Business&Trade,Governance,International Relations,Cult
259、ure&Heritage,Media&Communications,Education&Science,People&Values,and Sustainable Future,just like the Global Soft Power Index.The investment pillar is informed by statistical data derived from reputable public sources such as the United Nations,World Bank,and the Global Innovation Index.Nation Bran
260、d Perceptions are the domestic and international perceptions about the nation brand.The perceptions pillar is based on the results of Brand Finances Global Soft Power Index.Stakeholder perceptions are a central requirement to carrying out an accurate brand valuation and therefore Nation Brand Percep
261、tions account for 50%of the overall Nation Brand Strength.Brand Finances Global Soft Power Index results therefore sit at the heart of the Nation Brand Strength assessment and Nation Brand Value calculations.Finally,Nation Brand Performance looks at how well is the nation brand performing versus com
262、petitors.The performance pillar focuses on macroeconomic standing,as well as the four key business areas where the nation brand has the most impact:trade,investment,tourism,and talent.The performance pillar is informed by statistical data derived from reputable public sources such as the United Nati
263、ons,International Monetary Fund,and Euromonitor.The Nation Brand Strength scorecard is designed to mirror the brand-building process.It naturally follows,that if you invest in your brand,you expect to see a return in brand perceptions,both amongst domestic and international audiences.This ultimately
264、 leads to an uptick in the nations economic activity and performance.For example,investment in the nation brand via improving trade policies or investment in infrastructure can positively impact perceptions towards the nation brand,generating Soft Power.This in turn can result in increased FDI into
265、the country and improved economic activity driving overall performance.By maximising Nation Brand Strength across this chain,i.e.investment to perceptions to performance,a nation brand can maximise its positive impact on a global platform and therefore overall Nation Brand Value.Brand Finance Nation
266、 Brands 2023 ranking highlights Nation Brand Value is based on forward-looking macroeconomic forecasts.The 2023 valuations and economic forecasts follow a succession of downgrades in recent years as the pandemic worsened and Russias war in Ukraine intensified.As the IMF and World Bank upgrade their
267、growth projections following these downgrades,this positively impacts the Nation Brand Values in the Brand Finance Nation Brands 2023 ranking.The ranking looks at the economic performance of countries,or GDP,resulting in large economies dominating in Nation Brand Value.USA and China retain their pos
268、ition as standout leaders on overall Nation Brand Value in 2023.The combined value of the two nations is almost equal to that of the remaining 119 nation brands in the top 121.Other leading nations in terms of economic strength,including Germany,Japan,India,United Kingdom,France,Canada,Italy,and Sou
269、th Korea have consistently ranked in the top 10 of Brand Finances Nation Brands rankings over the years9 US$30.3 bn+14%1UNITED STATES2CHINA US$23.1 bn+7%3GERMANY US$5.1 bn+13%5UNITED KINGDOM US$4.8 bn+17%4JAPAN US$4.4 nb+4%6FRANCE US$3.7 bn+16%7INDIA US$2.9 bn+13%8CANADA US$2.6 bn+17%9 US$2.3 bn+9%1
270、0SOUTH KOREA US$2.1 bn+9%ITALY 234567800Nation Brand Value Top 10 Brand Finance Plc 20235958Rapid economic growth can place a nation brand in the spotlight.Bangladesh emerges as one of the fastest-growing nation brands in the ranking,recording 37%year on year growth.The Bangladesh economy
271、 is one of the finest examples of remarkable economic development and is the World Banks proclaimed model for“poverty reduction”.As Bangladesh gains global appreciation as one of the fastest-growing South Asian economies,its nation brand sees the highest increase in value and ranking within the 2023
272、 ranking.Large economies that are characterised by abundant resources to develop and invest in the economy,emerge as leaders on the Nation Brand Investment score.The United States leads with a score of 84.7.Investment towards Business&Trade,International Relations through development aid,as well as
273、Education&Science are the key driving forces behind this score.Whilst the US leads on Nation Brand Investment,Canada takes leadership on Nation Brand Perceptions amongst both international and domestic audiences with a score of 92.3.Canada boasts one of the highest living standards in the world driv
274、en by a strong economy,culturally diverse population,and one of the best education systems in the world.Strong nation brand perceptions have also resulted in Canada holding the coveted title of the worlds strongest nation brand overall for the second year in a row.The United Arab Emirates continues
275、to outperform others on Nation Brand Performance score,retaining leadership for the second year,with a score of 83.5.Strategic location between Asia,Europe,and Africa,strong financial reserves,progressive policies on economic diversification,and increased FDI are some of the key factors behind the U
276、AEs leadership.The UAE is closely followed by Singapore.Singapore,touted as Asias powerhouse,has consistently been viewed as one of the most stable economies in the world driving its score in Nation Brand Performance.Nation Brand Value and Nation Brand Strength are effective tools to track and asses
277、s a nation brands performance in a global context.As highlighted,this undertaking goes beyond an assessment of economic strength but also looks at international and domestic perceptions.Nation brands exist to differentiate and elevate a country in the global marketplace.By measuring and understandin
278、g their performance,nation brand management teams can leverage one of their most important assets to further the economic development and strategic goals of a country in the long run.Top 5 Fastest GrowingNation Brand Value and Strength.9 83.7+1.91CANADA3SWITZERLAND 83.1+2.44GERMANY 82.9+2.47UNITED K
279、INGDOM 81.9+3.06FRANCE 81.6+2.72UNITED STATES 81.2+0.49AUSTRALIA 80.1+1.510SWEDEN 79.4+1.85 79.2+0.211UNITED ARAB EMIRATES 78.4+1.7DENMARK 234567812Nation Brand Strength Top 10 Brand Finance Plc 2023 Brand Finance Plc 2023Bangladesh37%Uzbekistan32%Azerbaijan30%United Arab Emirates24%Georg
280、ia23%Metrics Investment Perceptions PerformanceBrand Strength Leaders Brand Finance Plc 2023Nation Brand Value and Strength.6061Can Nation Brand Perceptions Predict Performance?Konrad Jagodzinski Place Branding Director,Brand FinanceThe economics of Soft Power Brand Finance defines Soft Power as“a n
281、ations 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.”As the world becomes increasingly connected,Soft Power and“attraction of nations”is an instrumen
282、tal tool that nations can leverage to achieve economic success.Therefore,we set about an analysis that would allow us to better understand how the dynamics of Soft Power are intertwined with the economic gains and performance of a nation.We looked at two of Brand Finances annual rankings the Global
283、Soft Power Index,which measures perceptions of 121 nation brands,and the Nation Brands ranking,which tracks and assesses the value and strength of nation brands.Our analysis proves that despite the existence of many and various factors that affect the performance of nations,perceptions and Soft Powe
284、r that comes with them command strong predicative power.Soft Power positively impacts the performance of nation brands There are five key areas of financial impact that is measured within the Nation Brands ranking:economy,trade,investment,tourism,and talent.Performance across these five areas,combin
285、ed,generates a Nation Brand Performance score.The relationship between a nations performance and its Soft Power is shown in chart below.Analysis of this data shows that whilst there are many ubiquitous influences on a nations performance,Soft Power can create a tangible payoff.Nations with strong pe
286、rceptions are seen to generate strong performance-United Arab Emirates with leading perceptions towards global influence,international relations,and business and trade is a nation that is effectively leveraging its Soft Power to drive economic performance.Similarly,Singapore and Ireland have leverag
287、ed their strong global reputation in creating positive economic performance.At the same time,weaker global perceptions are seen to correlate with weaker economic performance such as in the cases of Myanmar,Zimbabwe,and Sri Lanka.Japan is the most prominent outlier within this analysis.Japan ranks 4t
288、h on the Global Soft Power Index,driven by strong reputation,perceptions towards business and trade,education,and sustainability.Despite strong Soft Power perceptions,the nations economic growth is affected by many and varied influences such as the nations weakening currency and high inflation.Natio
289、n Brand Perceptions x PerformancePerceptions towards Business&Trade support GDP growthWe narrowed down the analysis from the relationship between the Global Soft Power Index score and overall Nation Brand Performance,to assess the relationship perceptions have across the various pillars of Nation Br
290、and Performance,starting with macroeconomic measures GDP per capita and GDP growth.The results from our two studies show that perceptions towards a nations Business&Trade can support macroeconomic performance.United States,Singapore,Canada,and Australia are nations that rank consistently in the top
291、15 globally on perceptions towards business and trade.This is also seen to reflect in their economic performance in terms of some of the highest GDP per capita globally and consistent economic growth.The outliers to this relationship are Ireland,Ukraine,Sri Lanka.Ireland has been able to generate si
292、gnificantly stronger economic performance as a nation with one of the highest GDP per capita globally and continuously outperforms the rest of the Eurozone in terms of economic growth,despite not ranking as high on perceptions towards Business&Trade.Ukraine and Sri Lanka,on the other hand are nation
293、s,who have not been able to effectively convert their perceptions towards Business&Trade,due to various unprecedented economic crises affecting them.Talent attraction is driven by strong education systemsPredictive power of Soft Power in driving a nations performance was further narrowed to look at
294、talent.Attracting talent into a country plays a key role in building future prosperity and global competitiveness.Students looking for renowned education programmes abroad are a key target Our data proves that perceptions towards a nations“strong education system”can positively impact the inbound nu
295、mber of foreign students.Business&Trade Perceptions x Nation Brand Performance(Economy)Brand Finance Plc 2023Business&Trade Perceptions (Domestic&International) 1 2 3 4 5 6 7 8 9 10Nation Brand Perfromance(Economy)40 60 80 100Nation Brand Perceptions(Domestic&International)Nati
296、on Brand Performance Brand Finance Plc 2023Can Nation Brand Perceptions Predict Performance?6263United Kingdom,Canada,and Germany are nations that rank in the top 3 on global perceptions towards“strong education system”due to their global reputation,great student lifestyle,and a high standard of liv
297、ing.These nations have also effectively leveraged their perceptions and are amongst the countries that attract the highest number of international students globally.Tourism benefits from positive perceptionsThe final performance pillar that we looked at was tourism.The tourism industry is a vital se
298、ctor that contributes to the overall success of many economies and nations adopt strategies to leverage their tourism offering on a global platform.Our data proves that being viewed a“great place to visit”can boost a nations performance on tourism.Nations that score strong on“great place to visit”su
299、ch as Maldives,Switzerland,and Spain have effectively converted these perceptions into driving tourism performance within the Nation Brands rankings.Japan and Thailand are two travel destinations that show room for further leveraging their strong perceptions to drive tourism performance.Whilst both
300、Japan and Thailand generate strong tourism spend,arrivals per population rank lower than among competitor nations.Leveraging Soft Power for economic performanceSoft Power is widely presented as an alternative to the hard power of nations.Our data and analysis across nation brand perceptions and econ
301、omic performance proves a clear statistical relationship.Soft Power generates positive impact across the pillars of economic performance and a greater understanding of a nations perceptions can pave the way to amplifying its impact globally.Great Place to Visit Perceptions x Nation Brand Performance
302、(Tourism)Brand Finance Plc 20231 2 3 4 5 6 7 8 9 10Great Place to Visit Perceptions(International)Nation Brand Performance(Tourism)Can Nation Brand Perceptions Predict Performance?Strong Educational System Perceptions x Nation Brand Performance(Talent-International Students)1 2
303、 3 4 5 6 7 8 9 10Strong Educational System Perceptions(International)Nation Brand Performance(Talent-International Students)Brand Finance Plc 20236465Sustainability and Soft Power.Robert Haigh Strategy&Sustainability Director,Brand FinanceThe first commonly accepted definition of sustainability come
304、s from the report Our Common Future,otherwise known as the Brundtland report from way back in 1987.It succinctly defines sustainability as:“Meeting the needs of the present without compromising the ability of future generations to meet their own needs.”Many sustainability issues go beyond the nation
305、al scale:the atmosphere obviously transcends the border of any one nation.Emissions released in more developed countries accelerate climate change and endanger marginal agricultural communities in the global south.The illegal wildlife trade in one country risks the spread of infectious diseases on a
306、 pandemic scale.Oppressive government and instability create migratory flows that impact other countries.A countrys commitment to sustainability therefore has clear scope to affect other actors in the international arena,be they states,corporations,communities,or publics,and consequently to influenc
307、e the preferences and behavior of those actors.A closer look at our data indicates that there is a relationship between sustainability and soft power.The analysis in Figure 1 shows the nations soft power scores(on the vertical axis)plotted against their score on the Sustainable Development Goal Inde
308、x,an aggregate score on overall SDG progress performance based on dozens of different attributes.The relationship is not a perfect one,as clearly there are factors such as population,economic power,and cultural influence that play a role,but the correlation coefficient of 0.56 nevertheless shows tha
309、t there is a clear relationship between sustainability performance and soft power.This year we have enhanced the evaluation of sustainability in our analysis,with a new pillar to capture specific aspects of environmental sustainability-Sustainable Future.This builds on sustainability-linked attribut
310、es covered in previous years.Indeed,all of the following statements that we use to evaluate sustainability could be argued to support one or more of the UNs sustainable development goals:High ethical standards and low corruption;Strong educational system;Respects rule of law and human rights;Helpful
311、 to countries in need;Strong and stable economy;Politically stable and well-governed;Tolerant and inclusive;Sustainable cities and transport;Invests in green energy and technologies;Supports global efforts to counter climate change;Acts to protect the environment.Economic and political stability are
312、 understandably core drivers of soft power,reflected in their positions as the 1st and 3rd Sustainable Development Goal Index x Global Soft Power Index Brand Finance Plc 20234.5 6 7.5 9805530SDGI ScoreGSPI ScoreSustainability and Soft Power.Top 5 Global Drivers of Reputation(Figure 2)A strong and st
313、able economyInternationally-admired leadersPolitically stable and well-governedEasy to do business in and withSustainable cities and transport Brand Finance Plc 20230 2 4 6 8 10most important drivers of national Reputation(Figure 2).More surprising to some will be the powerful role of pure sustainab
314、ility attributes.Sustainable cities and transport is the 5th most powerful driver,accounting for 4.6%of influence on reputation,while invests in green energy and technologies is the 7th strongest driver(3.9%).These have a far more powerful role than attributes such as influential media(1.4%)and even
315、 influential in diplomatic circles(3.8%).Looking at some outputs from Brand Finances online soft power dashboard,we can see clear relationships between sustainability and other key components of soft power.For example,in terms of Reputation,we see a correlation of r=0.93 This impact on Reputation wo
316、uld appear to have tangible effects on the application of soft power too.There is a correlation r=0.88 between sustainability and influence in International Relations,and a r=0.92 correlation between sustainability and Business&Trade.The five key areas for the application of soft power are Tourism,T
317、rade,Talent,Investment,and Diplomacy.Sustainability in tourism and investment Tourism is perhaps the area you will be most familiar with when it comes to national applications of sustainability.Typically,these draw on environmental themes around connections with and immersion in well-protected natur
318、al environments,as we see from these examples with Australia using its custodianship of the Great Barrier Reef,Slovenia and Peru drawing upon their forests,and South Africa its protection of iconic wildlife.Nordic countries are particularly strong in both soft power and sustainability performance.Th
319、ey are using their reputation for sustainable development to encourage inward investment.Finland and Iceland both concentrate on their growing role as the locus of technologies that will help to solve the climate crisis,over-consumption and other environmental sustainability concerns.An interesting
320、example is Costa Rica.Costa Rica has become almost synonymous with sustainable tourism but is increasingly transferring the reputation developed there to inward investment,as they say:“Nature may be Costa Ricas best-known asset,but sustainable productivity has made it a thriving destination for fore
321、ign direct investment.”And the process seems to be working.Costa Ricas non-tourism exports have increased in value more than fivefold in the last 2 decades.Sustainability in trade and talentSustainability has application in trade too.Denmark is another Nordic country with a strong reputation for sus
322、tainability based on having been quick to develop a renewable energy industry base and infrastructure.For this reason,Denmark has developed an association with the wind energy industry similar to Germanys relationship with the auto industry.That perception of national expertise continues to help bra
323、nds such as Vestas to export around the world.6667Sustainable Future x International Relations(Figure 4)Sustainability is important to individuals too,and for that reason it is crucial in talent attraction.For example,on Estonias talent attraction website the banner image shows its wild landscapes a
324、nd 3 of the 8 reasons to move to the country are sustainability linked.Sustainability in diplomacyThe final application of sustainability in a soft power context is diplomacy.This is particularly interesting as it is a two-way relationship,and we see national governments exercising their diplomatic
325、soft power in order to persuade others to make commitments at major conferences such as COP21 in Paris.On the other hand,these events present an opportunity for nations,particularly the hosts,to present themselves as key diplomatic actors at the heart of events as well as leaders in sustainability.T
326、he relative success of the Paris COP and in particular the Paris agreement create an ongoing association between the French capital and climate action.One final observation is the soft power platform that sustainability can provide to smaller nations that might otherwise be overlooked.Small island s
327、tates stand to be hit first by the worst 86424 6 8Sustainable FutureReputationSustainable Future x Reputation(Figure 3)Brand Finance Plc 2023effects of climate change and indigenous peoples have long been sustainable custodians of their land major environmental conferences provide a rare opportunity
328、 for their voices to be heard on the world stage.At the 2022 Global Soft Power Summit,Helle Thorning-Schmidt made the key point that nations should be careful to ensure that their communication and applications of soft power are backed up by substance.Greenwashing in the corporate world is increasin
329、gly coming under scrutiny from consumers and advertising law and a disconnect between perceptions and reality can present a reputational risk.On the flipside some countries are probably not adequately recognised for their strengths on some of the SDG metrics and more investment in promotion or commu
330、nication could leverage that strength.Despite repeated use of sustainability themes in communications or reputations as national sustainability champions,many OECD countries are poorly rated on responsible consumption and climate,while African nations are some of the best performers in the world.Tur
331、ning to the nation brand-level results from this years Global Soft Power Index,Switzerland scores top on many specific measures of sustainability.for high ethical standards and low corruption Switzerland receives the highest score of 7.03,just ahead of Japan on 6.99.Nordic countries,regular top perf
332、ormers on wide range of soft power metrics,also score well.Sweden is 3rd,Norway 4th,Finland 5th,and Denmark 7th(behind Canada).For a tolerant and inclusive society,we see a similar group of countries.Canada is top,followed by the Netherlands,Switzerland,Sweden,and Norway.The top end of the list is d
333、ominated by European and North American nations,but Japan is 17th,with South Korea in 28th.The UAE,increasingly positioning itself as a cosmopolitan,international business and tourism hub,has the highest score in MENA,placing 29th.Some may be surprised to see that the UK receives the top score for respects law and human rights following the UKs complex withdrawal from the EU.It would appear that R