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Soft Power: what it is why it's important and the

Why is soft power important?
Experts agree that soft power delivers all kinds of benefits for nations, their people, businesses, and organisations of all shapes and sizes. A strong nation brand and positive soft power perceptions allow a nation to promote itself as a place for people to visit, invest in, and build a reputation for their quality of goods and services.
What is soft power perception?
Soft power perceptions form a key component in the overall measurement of a nation’s brand strength. While soft power is the ability to influence actors, a nation brand puts that ability into practice. A mutually beneficial relationship exists for nation brands and the corporates that originate from and associate themselves with that nation.
Who invented soft power?
1. Nye introduced the concept of soft power in ‘Soft Power’ ( 1990b) and Bound to Lead ( 1990a) and further applied and developed it in Nye ( 2002, 2003, 2004a, 2004b, 2007 ). The literature on soft power has grown significantly over the past decade.
How has soft power changed in the 21st century?
The conditions for projecting soft power have transformed dramatically in recent years. The information revolution and globalization are transforming and shrinking the world. At the beginning of the 21st century, those two forces have enhanced American power.

What Do We Mean by Soft Power?

When we began working on this programme in 2019, we conducted an extensive literature review, including the pioneering work of Harvard Professor Joseph Nye. The following quote summarises our definition of soft power: The Global Soft Power Index builds on our expertise in valuing and evaluating Nation Brands and focuses on measuring the soft power

Measuring Soft Power

In our quest to develop the definitive measure of soft power, we developed a framework which encompasses all its key dimensions – we call this the Soft Power Index. There are 11 key dimensions that form the Soft Power Index, which can be grouped into three categories: 1. Soft Power KPIs (3 dimensions) 2. Soft Power Pillars (7 dimensions) 3. Impact

Guiding Principles

The Global Soft Power Index research programme, the largest of its kind, was based on two key principles: 1. Capturing the views of ordinary people (General Public) and the opinions of experts (Specialist Audiences) who see soft power in action close-up and who ensure it has a real impact on outcomes and decisions. 2. Creating a genuinely global me

Benefits of Soft Power & A Strong Nation Brand

Experts agree that soft power delivers all kinds of benefits for nations, their people, businesses, and organisations of all shapes and sizes. A strong nation brand and positive soft power perceptions allow a nation to promote itself as a place for people to visit, invest in, and build a reputation for their quality of goods and services. It also a

Why Does Soft Power Matter to Corporate Brands?

Soft power perceptions form a key component in the overall measurement of a nation’s brand strength. While soft power is the ability to influence actors, a nation brand puts that ability into practice. A mutually beneficial relationship exists for nation brands and the corporates that originate from and associate themselves with that nation. A coun

Who Are The Current Soft Power Superpowers?

One of the biggest stories this year is that Germany has taken over from the US to become the world’s leading soft power superpower. They achieved a Global Soft Power Index Score of 62.2 out of 100 with a clear 1.6-point lead over second-ranked Japan (60.6). Germany has been a beacon of stability across Europe and around the world, in the face of w

3 Key Themes in The 2021 Results

1. US Soft Power - Dented But Not Destroyed A year of widespread turmoil has been starkly reflected in America’s decline in the Global Soft Power Index 2021. Between a turbulent election campaign and a haphazard COVID-19 response, the nation has lost its position as the world’s soft power superpower, falling to 6th position with an overall Index score of 55.9 out of 100. Former President Trump’s hesitance to acknowledge the scale and severity of the crisis was derided at home and abroad. Unsurprisingly the US is at the very bottom of t

Covid-19 Impact

Respondents were asked to rate how they perceived nations to have handled the COVID-19 pandemic. They were asked to rate the nations’ efforts in terms of stimulating the economy, protecting the health and wellbeing of citizens, as well as cooperating on the international stage and providing aid. See full list on brandfinance.com

Conclusion

The relevance, importance, and impact of soft power are impossible to ignore. Governments and corporates alike can use their understanding of how their nation is perceived to harness their potential and amplify the benefits that policies and strategies can help achieve. Identifying a nation’s strengths and weaknesses to either improve infrastructur