This article was originally published in the Brand Finance Global Soft Power Index 2026
Switzerland ranks number #1 for more soft power metrics than any other nation brand in the Global Soft Power Index, topping our medal table yet again. It is also showing particular resilience while most Western nations record significant declines this year. What is the secret sauce of Switzerland's nation brand strength?
Head of Presence
Switzerland
Switzerland’s soft power strength lies less in a single “secret sauce” than in its ability to combine and balance several assets at once. In that sense, Switzerland is something of a Swiss Army knife of soft power, performing strongly across many of the categories measured in the Index.
Several structural factors underpin this performance. Our political system encourages open democratic debate, giving citizens regular opportunities to express themselves, while at the same time ensuring long-term stability through a federal government based on consensus. This stability provides the conditions for Switzerland’s economic, scientific and human strengths to develop over the long term. International partnerships are at the core of these domains, and Switzerland’s perceived reliability is essential for cooperation in areas such as business, research and innovation. Stability also builds trust and credibility. In an increasingly volatile world, these qualities act as safe-haven values and help explain Switzerland’s resilience compared to other Western countries. Crucially, people know what Switzerland stands for, and this clarity and predictability are key assets in times of uncertainty.
From a geopolitical perspective, at a time when blocs and alliances are being reshaped, Switzerland’s long-standing tradition of dialogue gives it a distinctive role. Switzerland consistently promotes respect for rules and international law and hosts a large number of international organisations, reinforcing its position as a trusted platform for dialogue and cooperation.
Switzerland continues to lead in perceptions of governance, safety, and trust, which sets the bar very high for all public and private institutions in the country. What is the best approach to managing crisis situations that might go against high expectations from international audiences?
Switzerland’s very strong positioning in governance, safety and trust is a real asset and gives the country a clear advantage. At the same time, the higher the expectations, the greater the reputational risk when events run counter to this image. In that sense, Switzerland faces a form of heightened sensitivity: the stronger and more positive the baseline perception, the more visible and immediate the impact of incidents that contradict it. The contrast effect is stronger, and deviations from expectations tend to be noticed and judged more sharply than in countries with lower or less clearly defined reputations.
In a crisis situation, the first response must be political and institutional. Communication cannot replace decisions; it can only accompany them. When a potential reputational risk appears on the radar, we focus on anticipating likely reactions and preparing clear, coherent responses. The Swiss approach values restraint and avoids immediate reactions or overreactions. Tone already constitutes a response in itself. Even if this approach is not always fully understood in the short term, over time it tends to reinforce credibility and trust with international audiences.
As the host to international organisations such as the United Nations and international gatherings like the World Economic Forum, Switzerland is one of the key proponents of multilateralism. How can nation brands leverage global platforms effectively to enhance soft power?
For Switzerland, hosting international organisations and major global gatherings is not primarily about leveraging these platforms for national self-interest, but about contributing to dialogue. This is a long-standing Swiss tradition, rooted in the 19th century and further strengthened in the 21st, and it reflects a deep-seated conviction that shared rules and multilateral frameworks benefit all actors, whether states or the private sector. Switzerland has developed a strong capacity to bring together stakeholders with divergent views, based on the belief that dialogue must continue precisely when it becomes difficult.
A significant part of Switzerland’s international perception is linked to this role as a host and facilitator. The expression “being the Swiss at the table” captures this culture well. While the primary objective is not branding, Switzerland’s image clearly benefits from it: its usefulness to others becomes particularly visible on these global platforms. This creates a virtuous circle, in which trust in the country enables Switzerland to play this role, and this role in turn reinforces trust. At a time when multilateralism is being redefined, Geneva is more necessary than ever, and Switzerland remains firmly committed to supporting and strengthening it.
