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Past event.

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

Thursday 9 July 2020, 14:00 - 15:00

Event overview.

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

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. 

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Parul Soni

Senior Consultant, Brand Finance Plc

Steve Thomson

Insight Director, Brand Finance


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


Online Event


Thursday 9 July 2020
14:00 - 15:00

Get in touch
T +44 (0)207 389 9400


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