According to Brand Finance’s Global Soft Power Index, the United States and the United Kingdom rank as the most influential nations in soft power globally. China holds 3rd place, surpassing Japan and Germany.
India, Brazil, and South Africa struggle to fulfill their soft power potential: India fell to 29th place, Brazil, Latin America’s top-ranked country brand, stagnated at 31st place, and South Africa, sub-Saharan Africa’s ranking leader, plummeted to a historic low at 43rd place.
Based on a survey of over 170,000 respondents from more than 100 countries, the Index provides an in-depth analysis of the evolution of soft power, offering insights into global perceptions of the 193 United Nations member states.
