Nordic countries among top 35 global Soft Power nations

• Sweden remains top-ranked Nordic Soft Power nation, with Norway, Denmark, Finland, and Iceland following
• 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 are perceived around the world

20 February 2025, LONDON – Sweden remains the top-ranked Nordic Soft Power nation in 11^th place and excels in Reputation compared to its peers, according to the new iteration of the Global Soft Power Index by Brand Finance. The United States and China are the most influential Soft Power nations in the world. The UK is ranked 3^rd, followed by Japan (4^th), and Germany (5^th).

Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 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 or 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.

Global perceptions have risen across Sweden’s People & Values (+3 to 4^th), Governance, (+2 to 6^th) and International Relations (+2 to 10^th). Most notably, it now ranks 2^nd for ‘politically stable and well-governed’ and 3^rd for ‘high ethical standards’, highlighting growing admiration for its strong leadership globally.

Norway holds 17^th place in the 2025 Index, unchanged from 2024, also maintaining its score of 56.8 out of 100. Though stable, this plateau suggests a need for proactive efforts to enhance its global standing. Moreover, Norway has declined in Influence (27^th) and Sustainable Future (5^th), losing its top spot for ‘acts to protect the environment’, now ranking behind Switzerland (1^st) and Sweden (2^nd).

Denmark ranks 18^th, just behind Norway. Its Reputation has improved, up one spot to 13^th, and has made a notable jump in ‘good relations with other countries’, up seven positions to 4^th. How this evolves amid Donald Trump’s ongoing bid to claim Danish territory in Greenland remains to be seen.

Finland has seen a notable improvement in Familiarity (+2), though it remains relatively low at 41^st, and ranks 23^rd in the overall Index. Finland has also made strides in People & Values (+2), rising to 6^th globally with perceptions of ‘fun’ jumping 13 positions to 34^th, reflecting the world’s improved understanding of Finns. However, Influence remains one of its weakest areas, showing a slight decline in 2025, despite the shift from military neutrality following its NATO membership in 2023. 

Iceland is the only Nordic nation to see a decline in its overall Index ranking, now placing 35^th globally, signalling a loss of Soft Power momentum. However, Iceland has made notable gains in cultural attributes like ‘influential in arts and entertainment’ (+4) and ‘food the world loves’ (+26).

Cristobal Pohle Vazquez, Regional Manager, Nordics, Brand Finance commented:

“Sweden, Norway, Denmark, Finland, and Iceland continue to showcase their Soft Power on the global stage with each country highlighting its unique strengths. Sweden shines in the Global Soft Power Index 2025, earning admiration for its stellar Reputation, People & Values, and Governance rankings. While Norway and Denmark hold steady in 17^th and 18^th place, they face mounting pressure to amplify their Soft Power strategies and stay ahead of its Nordic neighbours. Finland’s rise in People & Values signals a deeper international understanding of its citizens. Meanwhile Iceland, despite a dip in its overall ranking, has made significant strides in perceptions of arts, entertainment, and food, underscoring its growing cultural appeal.”

The 2025 Index reveals a growing divergence in Soft Power potential between nations, with stronger ones - like China - advancing faster while weaker ones - like Kiribati - fall further behind. The top 10 gained an average of +0.9 points in their Soft Power scores, while the bottom 10 saw a sharp decline of -3.0 points. The same is true across broader segments - within the top 100, scores rose by +0.3 on average, while the remaining 93 countries declined by -1.2, reflecting a widening gap where gains by leading nations often come at the expense of others.

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

“While experts previously posited that all nation brands might experience a gradual score inflation over time, the data now suggests a zero-sum game, with winners and losers. The global public’s capacity to develop familiarity with and admiration for nation brands seems finite, favouring prominent countries and those making deliberate efforts to stand out. Less familiar nations struggle to capture attention and affection in this highly competitive environment.”

The United States maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the Familiarity and Influence Key Performance Indicators (KPIs), three out of eight Soft Power pillars, and ranks highest in 12 out of the 35 nation brand attributes. At the same time, the US’s Reputation has taken a hit, falling four positions to rank 15^th globally.

For the first time, China has surpassed the UK to rank 2^nd with a score of 72.8 out of 100 - its highest ever position. The United Kingdom’s drop to 3^rd place behind China reflects a period of stagnation in its nation brand perceptions. While scores remain relatively stable, a lack of progress across key pillars – especially Business & Trade, down to 6^th, and Governance, down to 3^rd, are an argument that the UK should bolster its Soft Power strategy.