Together with our soft power knowledge partner, Brand Finance, we have prepared this special page to answer those and similar questions.
On the meaning of soft power
In the words of Brand Finance – soft power is 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.
Soft power has a significant impact on the decisions people, businesses, and governments make. As Joseph Nye – the godfather of soft power – puts it, it is ‘a means to success’ for those that know how to leverage it.
Soft power – benchmarking
Visit our country profiles for latest insights on the soft power of nations and countries around the world.
Latest on soft power
- Brand Finance
- Soft Power: Insights, Benchmarking, Evaluation
- Jonathan McClory on Soft Power, Nation Branding and Country Reputation in Asia
In partnership with Brand Finance
You’d like us to introduce you to the Brand Finance team for assessment of your country’s soft power? Please contact us here.