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Brand Finance Webinar - Soft Power: Why it Matters to Governments, People, Brands

09 July 2020, 14:00–15:00

Business leaders, politicians and academic experts across the globe all consider Soft Power to contribute strongly to nations’ prosperity and success. How can Soft Power and its impact be measured rigorously and objectively? And which nations are Soft Power leaders and champions?

Brand Finance has created the Global Soft Power Index, incorporating the most extensive market research ever conducted on the topic. Join us for our online webinar to learn about the study and discover which nations are Soft Power leaders across economic, social & cultural, and political arenas, and which nations can do more to punch their weight.

We will explain how and why soft power matters to every nation and its citizens – not to mention any brand or company originating from that nation. Given its importance, a robust system of measurement is necessary to track nations’ performance, and the webinar will outline our measurement principles and our approach, centred on our survey of over 55,000 people – the general public and experts of many hues – from over 100 countries. And of course we will share the key findings and rankings of the Index, as Western influence is challenged by China and other emerging soft power nations.

We will conclude with a discussion on the impact of COVID-19 and how differences in governments’ management of the pandemic might impact soft power, ahead of our next wave of fieldwork in autumn 2020.

The online discussion will be led by Steven Thomson, Insight Director at Brand Finance, and Parul Soni, Associate at Brand Finance.


Visit our Brand Finance Institute Events Page to keep up the date on the programme of online events, and to register for the webinars.

Follow the Brand Finance Institute on LinkedIn, Twitter and Facebook to keep up to date with the latest news and upcoming events, and feel free to use our hashtag #BFIWebinar when sharing online.

For more information, visit or email [email protected]

The Brand Finance Institute, as the educational division of Brand Finance, is committed to addressing the theoretical and practical issues surrounding brands. The BFI´s purpose is to create and foster an environment for knowledge-sharing and networking among practitioners and experts in the market. In order to do so, we secured a team of experienced industry professionals and developed a wide range of programmes and certifications in collaboration with the most coveted business schools and universities. 


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

09 July 2020, 14:00–15:00


Parul Soni
Brand Finance

Parul leads the team of analysts and consultants behind Brand Finance’s annual Global 500, Nation Brands, and Global Soft Power Index studies. She has a wealth of experience in Business and Brand Valuation working across sectors, specialising in Nation Branding, Food & Drinks, and Utilities. She is an experienced research and data analyst with survey experience across a range of evaluation and research issues.

Parul has worked with a variety of clients such as GREAT Campaign and PromPeru. She has a BSc in Economics and Economic History from the London School of Economics and is a chartered global management accountant, CIMA.

Steve Thomson
Insight Director
Brand Finance

Steve Thomson leads the survey component of the Global Soft Power Index programme. He has a wealth of experience gained across a 30+ year career focussing on understanding consumer values, attitudes and behaviour around the world. Steve leads the market research practice at Brand Finance including management of our proprietary research programme in over 30 markets. He has widespread expertise in consumer values and trends, brand positioning and strategy, public opinion, nation branding, and advertising effectiveness. He has direct research experience in 60 markets across a diverse range of cultures, from single-market deep-dives through to the management of large global insight programmes. He is an acknowledged expert on the impact of social forces (online social media and offline word-of-mouth) on brand choices, and how these drive commercial outcomes for brand owners. As such he is a regular speaker at industry conferences.


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