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America’s Soft Power – What’s Next?

09 September 2020, 15:00–16:00

Join the father of soft power, Professor Joseph Nye, to explore and discuss the future of the United States. Coining the term in late 1980s, Professor Nye has been the pioneer in recognising the importance of the role of soft power in international relations and foreign policy. As the former assistant secretary of defence and former dean of Harvard's Kennedy School of Government, Professor Nye’s work has profoundly shaped both the conduct and study of international relations. His latest book ‘Do Morals Matter? Presidents and Foreign Policy from FDR to Trump’ analyses the role of ethics in US foreign policy during the American era after 1945.

With the world in pandemic turmoil and the 2020 Presidential Election imminent, the role of soft power is arguably more relevant and important than ever. This webinar will explore the potential impact of election results on America’s soft power, the role of a leader in enhancing and reinforcing a nation’s soft power, and will take a broader view looking at the future of America’s soft power in the decades to come.

Following Brand Finance launching the Global Soft Power Index earlier this year – the world’s most comprehensive research study on perceptions of soft power, surveying the opinions of over 55,000 people in more than 100 countries – the webinar will discuss predictions for next year’s Index, and in particular whether the US will be able to hold on to the coveted number one position.

The hour-long webinar will begin with a presentation from Professor Nye, and conclude with a Q&A session moderated by David Haigh, CEO of Brand Finance.  

The Global Soft Power Index 2020 report and the findings of the study are free to access online. Our interactive dashboard allows you to explore the full results from the survey in maps and charts, rank nations by metrics and statements, and choose data sets to create your own graphs.

To learn more about your nation’s soft power results, discuss how your brand can leverage geographic branding, get involved in the next wave of fieldwork ahead of the publication of the Global Soft Power Index 2021, or enquire about using the data for academic research, please email [email protected].


The hour-long virtual event will include a presentation, followed by an interactive Q&A session.

09 September 2020, 15:00–16:00


David Haigh
Founder and CEO
Brand Finance

David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years.

David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.

David has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.

Professor Joseph Nye
University Distinguished Service Professor Emeritus; Former Dean of Harvard’s Kennedy School of Government

Joseph S. Nye, Jr. is University Distinguished Service Professor Emeritus and former Dean of Harvard’s Kennedy School of Government. He received his bachelor's degree summa cum laude from Princeton University, won a Rhodes Scholarship to Oxford, and earned a Ph.D. in political science from Harvard.

He has served as Assistant Secretary of Defense for International Security Affairs, Chair of the National Intelligence Council, and a Deputy Under Secretary of State, and won distinguished service awards from all three agencies. His books include The Future of Power,  The Power Game: A Washington Novel, andDo Morals Matter?

He is a fellow of the American Academy of Arts and Sciences, the British Academy, and the American Academy of Diplomacy. In a recent survey of international relations scholars, he was ranked as the most influential scholar on American foreign policy, and in 2011, Foreign Policy named him one of the top 100 Global Thinkers. In 2014, Japan awarded him the Order of the Rising Sun.


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