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.
Soft Power of Countries and Nations: Why It Matters and How to Measure It
Soft power specialists Brand Finance share key insights from a recent white paper on the importance of soft power, leading nations and how the coronavirus pandemic is impacting perceptions.
Jonathan McClory on Soft Power, Nation Branding and Country Reputation in Asia
Jonathan McClory, General Manager for Asia at Portland Communications, in this interview discusses the links between soft power, place branding and country reputation.