This article was originally published in the Brand Finance Global Soft Power Index 2025
Chairman,
Brand Finance
In an increasingly interconnected and competitive world, understanding how nations are perceived has never been more critical.
As global challenges and opportunities evolve, so too does the practice of Soft Power management. Over the past five to six years, we have witnessed a profound transformation in how countries strategically approach nation branding. This shift reflects the growing recognition of the importance of Soft Power and the realisation that effective management is a cornerstone of long-term success.
At the heart of strategic leadership lies the principle of measurement. As the saying goes, "What gets measured gets managed." The Global Soft Power Index is the definitive tool for this purpose, offering a comprehensive and objective measure of how nations are perceived globally. It enables governments, businesses, and other key stakeholders to understand their standing on the world stage and identify areas of strength and opportunities for improvement.
Yet, measurement is only the first step. To navigate the complexities of the modern world, leaders must adopt a strategic approach beyond reacting to immediate challenges. This means asking fundamental questions: What do we stand for as a nation? What do our stakeholders— whether they be citizens, investors, or international partners—value most about us? And how can we craft a narrative that resonates with these audiences and equips us to weather the inevitable headwinds of global competition?
The answers to these questions are critical for managing perceptions and building a sustainable and compelling vision for the future. Soft Power is no longer a passive asset but a competitive advantage that must be nurtured actively. The stakes are higher as more countries engage in nation branding with increasing sophistication. Success requires a long-term commitment to understanding how others perceive us and aligning those perceptions with our strategic goals.
The Global Soft Power Index 2025 reflects this evolving landscape. It is both a benchmark and a guide, illuminating the path forward for nations seeking to lead and thrive globally. By harnessing its insights, leaders can take informed, decisive actions to enhance their Soft Power and ensure their country’s position in an increasingly competitive world.
I invite you to explore this year’s findings, reflect on global perception trends, and consider how your nation can strategically leverage Soft Power to build a brighter future.
