Germany holds 5th place globally despite notable score decline as economic perceptions weaken in Global Soft Power Index 2026

• Germany maintains 5^th position globally, though overall score declines from 70.1 to 67.7 out of 100
• Media credibility strengthens with 'trustworthy media' climbing 6 ranks to 3^rd globally, but news of economic slowdown increasingly shaping global opinion
• Germany retains world-leading positions in education (3^rd) and technology innovation (4^th)
• US holds top spot in Global Soft Power Index despite broad declines; Japan overtakes the UK for 3^rd

LONDON, 20 January 2026 – Germany has maintained its 5^th position in the global Soft Power rankings, according to the new iteration of the Global Soft Power Index by Brand Finance. However, Germany's overall Soft Power score declined notably from 70.1 to 67.7 out of 100, how economic and diplomatic credibility can erode simultaneously.

Brand Finance publishes the Global Soft Power Index based on a survey of more than 150,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Thanks to the scope of the survey, the Index is the world’s most comprehensive study on perceptions of nation brands, providing an in-depth analysis of the evolving status of Soft Power as nations navigate significant global changes and challenges.  

Soft Power is defined as a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction and persuasion rather than coercion. Each nation is scored across 55 different metrics to arrive at an overall score out of 100 and ranked in order from 1^st to 193^rd.

The data reveals weakening perceptions in several key areas. Germany's ranking for strong and stable economy declined from 2^nd to 4^th globally, while investment in green energy and technologies fell four ranks from 2^nd to 6^th. The Business & Trade pillar also dropped from 3^rd to 4^th. These findings indicate that news of economic slowdown is increasingly shaping global opinion. At the same time, Germany appears less clearly positioned as future-oriented at a moment when emerging technologies are widely seen as the primary drivers of progress. Score declines are also evident in diplomatic influence (-0.7 points and down one rank to 4^th) and internationally admired leadership (-0.6 points), reflecting a transitional period as Chancellor Merz’s government, having taken office mid-year, has yet to establish the authority and international stature once associated with Angela Merkel.

Cristobal Pohle Vazquez, Regional Lead Germany, Brand Finance, commented:

"Germany's position in the global top five remains secure, but the 2.4-point score decline signals that perceptions of Europe's largest economy are shifting. The drop in strong and stable economy rankings from 2^nd to 4^th, combined with the four-rank decline in investment in green energy and technologies, reflects growing global uncertainty about Germany's economic trajectory and energy transition. However, the significant improvement in media credibility and Germany's enduring strengths in education, science, and technology provide a solid foundation for recovery. Addressing perceptions of economic stability will be crucial for maintaining Germany's Soft Power leadership."

Global Insights: US Soft Power declines as China rises, while Japan overtakes the UK to take 3^rd place

The Global Soft Power Index 2026 highlights a broad global decline of nation brand perceptions, driven by economic uncertainty, geopolitical tension, and social pressures. Audiences worldwide are more cautious and more likely to scrutinise nations’ behaviour, leading to lower scores across the Index and echoing the trust erosion seen during the COVID-19 period.

Despite retaining 1^st place overall, the United States records the steepest overall decline among all nation brands ranked, driven by sharp declines in Reputation (26^th, -11) and key nation brand attributes amid international backlash to “America First” policies. Key declines are observed in friendliness (-32), generosity (-68), ease of doing business (-21), support for climate action (-16), political stability (-8), human rights (-10), and ethical standards (-4).  Nevertheless, the US retains its number one position for Familiarity and Influence, underpinned by continued global leadership in arts and entertainment (1^st), sport (3^rd), iconic brands (2^nd), innovation (3^rd), and space exploration (1^st).

China has consolidated its second-place position, overtaking the US for the first time in Reputation (18^th, +9), supported by improvements in People & Values, Governance, and Sustainable Future. China has reinforced perceptions in Business & Trade (2^nd, +2) and Education & Science (1^st, +2), ranking 1^st globally for ease of doing business, future growth potential, technology and innovation, and advanced science. It has also risen to 3^rd globally (+5) for perceptions of strong and stable economy, with these combined factors helping to sustain China’s high levels of Influence (2^nd) and Familiarity (4^th).

Japan’s rise to 3^rd, now overtaking the United Kingdom (4^th), exemplifies its ability to build Soft Power through a direct experience of the nation brand. Japan has maintained strengths in Business & Trade (1^st), Sustainable Future (1^st), Education & Science (2^nd), and Governance (2^nd), while tourism has boosted Familiarity (6^th, +1) and related attributes, including appealing lifestyle (4^th, +9), visit appeal (8^th, +3), friendliness (7^th, +12), and fun (21^st, +15).

Konrad Jagodzinski, Place Branding Director, Brand Finance, commented:

“The negative shift in the global mood highlights a critical lesson about Soft Power in 2026. Publics are increasingly sensitive to the alignment of values, actions, and outcomes. Nations that fail to demonstrate reliability, credibility, and impact face erosion not only in specific domains but also in broader international reputation and relevance. Soft power is not solely about visibility or size; it is about perception that a nation is delivering on promises implicit in its brand. Nations failing to uphold these promises are penalised by global audiences.”