09.30 - 13.00 CET
Join Brand Finance at the Global Soft Power Summit 2026, marking the launch of the Global Soft Power Index 2026, the world’s most comprehensive study of nation brand perceptions. Taking place at the Tata Dome in Davos, Switzerland, alongside the World Economic Forum Annual Meeting, the Summit will convene senior leaders from government, business, and academia to explore the growing importance of soft power in a rapidly changing global landscape.
Published annually by Brand Finance, the Global Soft Power Index is based on insights from 150,000+ respondents across more than 100 markets, ranking all 193 United Nations member states. The Index evaluates the full spectrum of soft power, including Familiarity, Reputation, Influence, and Attractiveness, alongside Business & Trade, International Relations, Education & Science, Culture & Heritage, Media & Communications, Governance, Sustainability, and People & Values.
Theme: Soft Power in a Hard Power World: Investing in Economic Resilience in an Era of Global Conflicts
As military and economic tensions reshape the global order, soft power has become an essential tool for building trust, strengthening resilience, and sustaining long-term influence. This year’s Summit will examine how nations can deploy comprehensive nation brand strategies — spanning business, culture, sustainability, innovation, media, and sport — to navigate volatility and uncertainty.
What to expect
Format: Hybrid – attend in person or join via livestream
Previous editions of the Global Soft Power Summit have featured keynote speakers including Ban Ki-moon, Hillary Clinton, John Kerry, and former Prime Ministers and Presidents from across Europe and beyond, alongside more than 100 high-profile contributors.
David is the Chairman of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.
David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.
David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.
David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).