Soft Power
Soft power refers to a country’s ability to influence others through attraction and persuasion rather than force or money — for example, through culture, values, education, and diplomacy. On this page, you’ll find our latest articles, expert interviews, and rankings that explore how countries build and use soft power in today’s world.
You might also like to visit our dedicated page on soft power for definitions, background, and expert perspectives.
Why Innovation Leadership Does Not Always Build Nation Brand Equity
China tops the 2026 Global Soft Power Index for innovation, but the gap between perception and brand equity reveals what place brand teams often overlook.
The US in Decline as Hard Power Returns — Brand Finance Global Soft Power Index 2026
Despite its top rank in the Brand Finance Global Soft Power Index 2026, the US posts the steepest decline, signalling a shift in global trust and reputation.
Global Soft Power Ranking 2025 and Insights from the Summit
Find out which countries lead in the 2025 Global Soft Power ranking by Brand Finance, plus insights on place branding from the summit.
Research Update on Cultural Heritage, Soft Power, and Digital Diplomacy
Summary of latest research on enhancing city brand equity, refining soft power measurement, and employing digital diplomacy effectively.
Global Soft Power Index 2024: Key Trends and What They Mean
Explore the Global Soft Power Index 2024 highlights: key trends, country rankings, and insights on economic influence and nation brands.
Soft Power: What It Is and How It Works
Soft power explained: including definition and meaning, latest insights, benchmarking and evaluation service.