On Tuesday, 31st March, Konrad Jagodzinski, Place Branding Director at Brand Finance, joined the British Council’s Soft Power Symposium in London, contributing to a panel discussion on Influence alongside Dr Melissa Nisbett (King’s College London).
The symposium, held at the British Academy, brought together policymakers, academics, and cultural leaders to explore the role of soft power across culture, influence, and security. Discussions focused on how countries project themselves internationally and how these perceptions shape global relationships and outcomes.
Drawing on insights from the Brand Finance Global Soft Power Index, Konrad highlighted how national perceptions influence real-world decisions across investment, trade, tourism, and talent attraction. Central to this is the relationship between familiarity and reputation—not just how well a country is known, but how positively it is perceived and how effectively it converts that perception into influence.
The findings show an increasing imbalance between reputation and influence. While some countries benefit from strong reputations but limited global reach, others maintain high visibility and influence despite declining trust. This disconnect is particularly evident in the United States, which remains highly influential but is experiencing a gradual erosion in global perceptions.
Konrad also pointed to shifting global dynamics, with China rapidly closing the gap on the United States and, for the first time, surpassing it on certain measures of reputation. This reflects a broader trend in which countries are investing strategically in shaping international perceptions and expanding their global presence.
He emphasised that soft power is no longer solely about cultural attraction, but an increasingly important strategic asset linked to geopolitical competition and national security. In a highly interconnected world, maintaining influence requires alignment between reputation, visibility, and long-term investment.
Konrad joined the panel discussion with Dr Melissa Nisbett, where the conversation explored how countries can build sustainable soft power by balancing influence with credibility, and adapting their strategies to a rapidly evolving global landscape.
Event organisation & photos courtesy of Big Ideas
Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.
Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.
In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.
Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.
Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.
