Launching the Global Soft Power Index 2021 – the world’s most comprehensive research study on perceptions of nation brands

2020 was a year like no other, putting the nations of the world to the test – from the impact of COVID-19 on economic activity and immediate GDP forecasts, to diminished long-term prospects. A nation’s soft power is, arguably, more important than ever.

Watch the recordings of the Brand Finance's Global Soft Power Summit 2021 online here, where practitioners and researchers of soft power came together to explore the impact COVID-19 has had on nations around the globe, and to discuss predictions for the future following the turbulence of the last twelve months.

We were delighted to be joined by Former Secretary of State and Former U.S. Senator from New York, Hillary Rodham Clinton, as our keynote speaker.

Hosted in partnership with BBC Global News, the Summit featured a presentation of the results of the Global Soft Power Index 2021 by Brand Finance - the world’s most comprehensive research study on perceptions of nation brands, surveying opinions of over 75,000 people in more than 100 countries.

The Global Soft Power Index 2021 report and the findings of this year's study are free to access online. Our interactive dashboard allows you to explore the results from the survey in maps and charts, rank nations by metrics and statements, and choose data sets to create your own graphs.

To request more information about your nation's Global Soft Power Index 2021 results or to enquire about using the data for academic research, please email

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