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China overtakes the UK to claim second place in Global Soft Power Index 2025
New report from Brand Finance reveals China retains first place in ‘easy to do business in and with’ and ‘future growth’ for four consecutive years China soars to 7th place globally in Culture and Heritage, excelling in arts, food, and … read more
Índice Global de Poder Blando 2025 de Brand Finance: Brasil, Argentina y México tienen dificultades para escalar en el ranking global de Poder Blando, mientras que El Salvador emerge como una estrella en ascenso
Brasil se mantiene estable, pero Argentina y México caen en reputación global. El Salvador es la marca nacional de crecimiento más rápido a nivel mundial, escalando 35 posiciones en el ranking global. EE.UU. retiene la primera posición, pero su reputación … read more
South Africa strengthens its perceived global standing on key metrics
South Africa enhances Soft Power in several key metrics, including Business & Trade, Education & Science, and People & Values. The US retains its top position, but its reputation declines following a divisive presidential campaign, and future direction under President … read more
La Chine dépasse le Royaume-Uni pour la première fois, les États-Unis restent la marque nationale la mieux classée
Les États-Unis conservent leur première place, mais leur réputation décline après une campagne présidentielle conflictuelle tandis que l'orientation future sous la présidence de Trump semble incertaine Le Royaume-Uni chute à la 3e place, dépassé par la Chine au sein de … read more
Romania boosts appeal in business, diplomacy and innovation
Romania increases its Soft Power score, making notable progress in Business & Trade, International Relations, and Education & Science The US retains top position, but reputation declines following divisive presidential campaign, and future direction under President Trump looks uncertain … read more
Brand Finance Global Soft Power Index 2025: China overtakes UK for the first time, US remains top-ranked nation brand
The US retains top position, but reputation declines following divisive presidential campaign, and future direction under President Trump looks uncertain The UK drops to 3 rd overtaken by China in the sixth annual survey from Brand Finance measuring how nations … read more
España cae dos posiciones hasta la decimotercera en el ranking de Poder Blando
España pierde posiciones en varios pilares clave, como Gobernanza, Educación y Ciencia, Negocios y Comercio. Cultura y Patrimonio sigue siendo el pilar líder de España, ocupando la cuarta posición a nivel mundial. EE. UU. mantiene la primera posición, pero su … read more
The UAE holds on to top 10 position, defying regional slowdown
The United Arab Emirates maintains 10 th rank, recognised for being easy to do business with and its future growth potential   Data reveals a growing divergence in Soft Power potential, as strong nations advance faster while weaker ones fall behind … read more
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Brand Finance
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Marketing Director - Asia Pacific
Brand Finance

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