The 6th edition of the Global Soft Power Summit, hosted by Brand Finance in London this February, brought together thought leaders, policymakers, and place branding professionals to discuss how nations can mobilize their soft power in response to the decline of globalization. Silvana Fabeiro attended on behalf of TPBO, sharing our Place Brand Leaders Yearbook 2025 with delegates. Once again, Brand Finance kindly supported the yearbook as title sponsor.
The Global Soft Power Index 2025
David Haigh, CEO of Brand Finance, presented the results of the 2025 Global Soft Power Index, which evaluates 193 nations based on 173,000 responses across 102 research markets. The study measures familiarity, reputation, and influence, covering 35 attributes across eight pillars. Haigh emphasized that perceptions do not always reflect reality, a recurring theme throughout the summit.
Top 10 nations in the 2025 Global Soft Power Index:
| Rank | Country |
|---|---|
| 1 | United States |
| 2 | China |
| 3 | United Kingdom |
| 4 | Japan |
| 5 | Germany |
| 6 | France |
| 7 | Canada |
| 8 | Switzerland |
| 9 | Italy |
| 10 | United Arab Emirates |
Key observations from the rankings:
- China has surpassed the UK, marking a shift in soft power influence.
- While still number one in the ranking, the United States is experiencing a decline, with perceptions shifting negatively.
- Switzerland and Singapore are among the rising nations.
- Costa Rica has moved up to 71st place, gaining recognition for its sustainability efforts.
- El Salvador has jumped 35 places to 82nd, attributed to aggressive policy actions.
More about the Global Soft Power Index here. More about Brand Finance here.
Insights from Place Branding Presentations
London’s Strategy for Global Positioning
London has ranked first in the Brand Finance Global City Index for the second consecutive year. Rose Wangen-Jones, Managing Director of Marketing, Destination & Commercial at London & Partners, outlined key factors behind this success:
- London’s Central Activities Zone contributes £315 billion in Gross Value Added, representing 11% of the UK’s total.
- Growth sectors include frontier innovations in life sciences and climate technology.
- The city continues to position itself globally as a financial and creative hub.
- A long-term vision is being implemented, as showcased through the transformation of Queen Elizabeth Olympic Park from 2012 to 2035.
- London’s brand is defined by diversity, inclusivity, and sustainability.
Sweden’s Data-Driven Approach
Sofia Bard and Cecilia Andrae from the Sweden Institute presented their approach to monitoring Sweden’s image worldwide.
- Their analysis covers 800,000 posts in 53 languages from 2023 to 2025.
- Sweden is widely perceived as a secure and progressive country, though rankings vary across Nordic nations.
- Their national branding strategy, originally developed in 2012, is undergoing a major update with broad stakeholder involvement, including companies like IKEA and Spotify.
- The goal is to create a long-term strategy resilient to political changes.
- More about Sweden in the Place Brand Leaders Yearbook 2025
Estonia’s Focus on Innovation and AI
Kata Varblane and Carl-Ruuben Soolep from Enterprise Estonia explained how Estonia leverages AI and surveys to refine its national brand.
- The country has embraced digitalization with campaigns like “0 Bureaucracy” to highlight its e-governance leadership.
- Estonia’s unicorn startups are a key branding asset, reflected in their campaign “Protect the Unicorns.”
- Their national branding emphasizes adaptability, democracy, and a strong maker’s mindset.
Costa Rica’s Sustainability-Driven Branding
Adriana Acosta, Marketing, Communication & Country Brand Director at PROCOMER (Essential Costa Rica), emphasized the country’s decades-long commitment to sustainability.
- Costa Rica’s investment attraction strategy highlights its use of 100% renewable electricity.
- Sustainability is a central pillar, integrated with education and international events in their ten-year plan.
- Collaboration between the public and private sectors is key to their approach.
- More about Costa Rica’s approach in our online showcase.
Switzerland’s Stability as a Strength
Alberto Groff, Deputy Head of Mission at the Swiss Embassy, shared Switzerland’s unique approach to nation branding.
- The country embraces its reputation for stability, neutrality, and institutional trust.
- Groff described Switzerland as “boring in a good way,” highlighting how strong governance and civic participation contribute to national success.
- Switzerland’s neutrality has helped preserve its global reputation, allowing it to play a role in international diplomacy.
Broader Themes and Discussions
The summit also featured discussions on global governance, media influence, and the role of sports in soft power.
- The role of the UN was debated, particularly regarding its involvement in Ukraine peace negotiations.
- A media panel explored how younger generations consume news through social media and the challenges of misinformation.
- The sports industry’s growing economic impact was highlighted as an emerging field of soft power.
John Kerry, former U.S. Secretary of State, underscored the limits of hard power, emphasizing that soft power remains the key to long-term global influence.
Sanna Marin, former Prime Minister of Finland, spoke on the role of small countries in shaping the new world order.
The summit reinforced that while rankings and perceptions fluctuate, soft power remains a crucial factor in global influence, requiring long-term strategy, adaptability, and collaboration.
