{"id":20029,"date":"2023-03-02T10:18:57","date_gmt":"2023-03-02T10:18:57","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=20029"},"modified":"2023-10-02T17:17:59","modified_gmt":"2023-10-02T16:17:59","slug":"russia-has-lost-soft-power-war-with-ukraine-global-soft-power-index-2023","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/russia-has-lost-soft-power-war-with-ukraine-global-soft-power-index-2023","title":{"rendered":"Russia Has Lost Soft Power War with Ukraine \u2013 Global Soft Power Index 2023"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li>According to the <a href=\"https:\/\/brandfinance.com\/softpower\"><strong>Global Soft Power Index 2023<\/strong><\/a>, <strong>Russia <\/strong>is the world\u2019s only nation to lose soft power over the past year, as its Reputation has plummeted globally in the wake of its aggression against Ukraine, causing it to drop out of the ranking\u2019s top 10.<\/li>\n\n\n\n<li><strong>Ukraine<\/strong> sees the strongest soft power improvement this year among all 121 nation brands in the ranking, driven by a steep increase in Familiarity and Influence.<\/li>\n\n\n\n<li><strong>United States<\/strong>, <strong>United Kingdom<\/strong>, and <strong>Germany<\/strong> defend their top 3 spots in the ranking.<\/li>\n\n\n\n<li><strong>China <\/strong>retains \u201cfuture growth potential\u201d despite being overtaken by<strong> Japan <\/strong>in the top 5, following reduced ability to engage with global audiences due to COVID-19 restrictions.<\/li>\n\n\n\n<li>The <strong>United Arab Emirates<\/strong> enters the top 10 as the first nation brand from the Middle East, on the back of a successful EXPO 2020 and in anticipation of COP 28.<\/li>\n\n\n\n<li>The latest iteration of the annual study by brand evaluation consultancy Brand Finance is launched today at the <a href=\"https:\/\/softpower.brandfinance.com\/\"><strong>Global Soft Power Summit<\/strong><\/a> in London with Former UK Prime Minister Boris Johnson and First Lady of Ukraine Olena Zelenska.<\/li>\n<\/ul>\n\n\n\n<p><a href=\"https:\/\/brandfinance.com\/softpower\">Read the full Global Soft Power Index 2023 report here<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/softpower.brandfinance.com\/2023\/agenda\">Access the agenda and livestream of the Global Soft Power Summit 2023 here<\/a><\/p>\n\n\n\n<p><strong>London, 2<sup>nd<\/sup> March 2023:&nbsp;<\/strong>Russia is the world\u2019s only nation brand to lose soft power over the past year, while Ukraine has seen the strongest soft power improvement, according to the Global Soft Power Index 2023 released today. The&nbsp;<a href=\"http:\/\/www.brandfinance.com\/softpower\">Global Soft Power Index<\/a>&nbsp;is a research study conducted annually by brand evaluation consultancy Brand Finance on a representative sample of 100,000+ respondents in 100+ markets worldwide, measuring perceptions of 121 nation brands.<\/p>\n\n\n\n<p>While <strong>Russia<\/strong>\u2019s Familiarity and Influence have gone up because of the impact that its decision to go to war has had on lives the world over, the nation\u2019s Reputation has been severely damaged. Russia\u2019s Reputation ranking in the study, one of the main determinants of soft power, has fallen from 23<sup>rd<\/sup> to an abysmal 105<sup>th<\/sup> resulting in a soft power score erosion of -1.3 points and causing it to drop out of the Index\u2019s overall top 10 ranking, down to 13<sup>th<\/sup>.<\/p>\n\n\n\n<p>Alongside the three key performance indicators of Familiarity, Reputation, and Influence, the Global Soft Power Index also measures perceptions of nation brands across 35 attributes grouped under 8 Soft Power Pillars. Russia has lost ground relative to others in the Index on all 35 attributes apart from \u201caffairs I follow closely\u201d. It now ranks 119<sup>th<\/sup> for the People &amp; Values pillar and for the \u201cgood relations with other countries\u201d attribute in International Relations. In addition, global sanctions have caused the nation\u2019s perceptions as \u201ceasy to do business in and with\" to fall by 61 places and having \u201cfuture growth potential\u201d by 74 places.<\/p>\n\n\n\n<p>David Haigh, Chairman &amp; CEO of Brand Finance, commented:<\/p>\n\n\n\n<p><em>\u201cWhile nations have turned to soft power to restore trade and tourism after a devastating health crisis, the world order has been disrupted by the hard power of the Russian invasion of Ukraine. An event that would be hard to believe were it not for the intensity of the images we have been seeing for months and the consequences the conflict is having on politics and the economy alike.\u201d<\/em><\/p>\n\n\n\n<p>At the same time, <strong>Ukraine<\/strong> gains +10.1 points (more than any other nation) driven by a steep increase in Familiarity and Influence, and jumps 14 ranks up to 37<sup>th<\/sup> from 51<sup>st<\/sup> the previous year. Ukraine now ranks 3<sup>rd<\/sup> in the world for \u201caffairs I follow closely\u201d and sees significant gains across attributes accentuated in official communications and media reports, such as \u201crespects law and human rights\u201d (up 69 to 29<sup>th<\/sup>), \u201ctolerant and inclusive\u201d (up 63 to 44<sup>th<\/sup>), and \u201cleader in technology and innovation\u201d (up 26 to 50<sup>th<\/sup>). The popularity of Ukraine\u2019s President Volodymyr Zelenskyy, his ministers, and advisors, results in the nation going up 36 ranks to 12<sup>th<\/sup> on \u201cinternationally admired leaders\u201d.<\/p>\n\n\n\n<p>Nevertheless, many other attributes are affected negatively, from the obvious \u201csafe and secure\u201d (down 60 to 118<sup>th<\/sup>) or \u201cgreat place to visit\u201d (down 38 to 118<sup>th<\/sup>), to perceptions of Ukraine\u2019s culture and people as the focus shifts to their suffering.<\/p>\n\n\n\n<p><strong>USA unrivalled as the soft power superpower<\/strong><\/p>\n\n\n\n<p>Under President Joe Biden, the <strong>United States<\/strong> reclaimed its top spot in the ranking in last year\u2019s Index and has further increased the lead over other nation brands this year. The USA's overall score is up +4.1 points to an all-time high of 74.8. With the strengthening of the dollar and widely publicised large-scale investment projects by the federal government, perceptions of the US economy are on the up, resulting in America claiming the top spot for Business &amp; Trade from China. The US also benefits from the introduction of a new \u201cinvests in space exploration\u201d attribute in the Education &amp; Science pillar, where it ranks 1<sup>st<\/sup> in the world. In fact, the US ranks 1<sup>st<\/sup> in twelve and among the top 3 in four more categories, bagging 16 soft power medals \u2013 more than any other nation brand in the Index.<\/p>\n\n\n\n<p>The US records stable scores across most categories. However, mounting problems with shootings, gun crime, and police violence continue to erode perceptions of the country as \u201csafe and secure\u201d (down from 21<sup>st<\/sup> in 2020 to 62<sup>nd<\/sup> this year) and of its people as \u201cfriendly\u201d (down from 5<sup>th<\/sup> in 2020 to 103<sup>rd<\/sup> this year).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2133\" height=\"1200\" src=\"https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-2133x1200.jpg\" alt=\"\" class=\"wp-image-20030\" srcset=\"https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-2133x1200.jpg 2133w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-450x253.jpg 450w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-768x432.jpg 768w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-1536x864.jpg 1536w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-2048x1152.jpg 2048w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/03\/Top-10-Global-Soft-Power-Index-2023-Social-Media-Post-scaled.jpg 2560w\" sizes=\"auto, (max-width: 2133px) 100vw, 2133px\" \/><\/figure>\n\n\n\n<p><strong>The end of the Second Elizabethan Era<\/strong><\/p>\n\n\n\n<p>In the <strong>United Kingdom<\/strong>, 2022 will be remembered as the end of an era. The passing of Queen Elizabeth II at the age of 96, after 70 years on the throne, shook the nation. At the same time, intense media coverage of the period of mourning and the monarch\u2019s spectacular funeral attended by the world\u2019s leaders reminded the global public of Britain\u2019s greatest soft power assets. The UK has defended its 2<sup>nd<\/sup> position in the Index this year, with an increase of +2.4 points to 65.8, recording increases across a number of attributes, from \u201cgood relations with other countries\u201d (up 7 ranks) to \u201cappealing lifestyle\u201d (up 5 ranks).<\/p>\n\n\n\n<p>Last year will also go down in British history for its three prime ministers. After the fall of Boris Johnson\u2019s government, Liz Truss shot to power as quickly as she lost it to Rishi Sunak, becoming the country\u2019s shortest-serving prime minister ever. While the nation\u2019s overall Reputation has not been dented, perceptions of the UK as \u201cpolitically stable and well-governed\u201d declined relative to others (down 10 ranks).<\/p>\n\n\n\n<p><strong>Germany post-Merkel holds its own<\/strong><\/p>\n\n\n\n<p>Many worried about <strong>Germany<\/strong> losing its international standing after the departure of Angela Merkel. A year later, the nation has largely held its own, retaining 3<sup>rd<\/sup> position in the Index, with an increase of +1.2 points to 65.8. Olaf Scholz\u2019s government has struggled with criticism of its hesitant response to Russia\u2019s invasion of Ukraine, but this has had little impact on the nation\u2019s perceptions among the global public. Germany\u2019s nation brand strength transcends political crises, proving its resilience regardless of who is in charge.<\/p>\n\n\n\n<p><strong>China retains \u201cfuture growth potential\u201d despite COVID-19 restrictions<\/strong><\/p>\n\n\n\n<p>Although <strong>China<\/strong> has seen marginal growth of its Global Soft Power Index score (+0.8 to 65.0), it dropped in the ranking from 4<sup>th<\/sup> in 2022 to 5<sup>th<\/sup> in 2023, overtaken by Japan. While most nations accelerated their global engagement across trade, investment, tourism, and talent, China remained closed last year, maintaining a \"zero COVID\" policy. Reduced mental and physical availability of China\u2019s nation brand among global audiences undermined its ability to improve perceptions at the same pace as competing economies, resulting in some relative declines, such as in the People &amp; Values (down 57 to 95<sup>th<\/sup>) and Media &amp; Communication (down 12 to 24<sup>th<\/sup>) pillars.<\/p>\n\n\n\n<p>Nevertheless, on many metrics China has largely defended its position from last year and it remains 2<sup>nd<\/sup> in the world for Influence, behind only the US, and 3<sup>rd<\/sup> in the Education &amp; Science pillar, with particularly strong performance across \u201cleader in technology and innovation\u201d (2<sup>nd<\/sup>), \u201cleader in science\u201d (3<sup>rd<\/sup>), and the new attribute: \u201cinvests in space exploration\u201d (3<sup>rd<\/sup>). The nation also maintains its global #1 positions for \u201ceasy to do business in and with\u201d and \u201cfuture growth potential\u201d, pointing to the resilience of its Business &amp; Trade credentials, despite an overall rank drop for the pillar to 3<sup>rd<\/sup>. Revised economic growth forecasts by the International Monetary Fund confirm that China is back in business in 2023, predicting 5.2% GDP growth, above the level of previous expectations as private consumption rebounds following the country\u2019s opening post-COVID at the end of 2022.<\/p>\n\n\n\n<p><strong>UAE enters top 10 for the first time<\/strong><\/p>\n\n\n\n<p>With otherwise little change in the top 10, the performance of the <strong>United Arab Emirates<\/strong> is a standout. For the fourth year running, the Emirates achieved the highest score of any Middle Eastern nation brand, but this year\u2019s increase of +3.2 to 55.2 has meant a jump of five ranks to allow it to claim 10<sup>th<\/sup> position in the global ranking for the first time. Both Reputation and Influence of the Gulf nation have seen notable increases this year.&nbsp;<\/p>\n\n\n\n<p>David Haigh, Chairman &amp; CEO of Brand Finance, commented:<\/p>\n\n\n\n<p><em>\u201cThe UAE was one of the first economies to roll out mass vaccination and open during the COVID-19 pandemic, giving it a head start ahead of others and allowing it to maintain positive perceptions across the Business &amp; Trade pillar with a particular improvement on the \u201cfuture growth potential\u201d attribute, where it ranks 3<sup>rd<\/sup> globally. The successful showcase of the Emirates as a global trade hub thanks to EXPO 2020 has also undoubtedly provided a significant boost. At the same time, the UAE is one of the largest donors of foreign aid as a percentage of GDP, which is recognised by the global general public counting it among the world\u2019s most \u201cgenerous\u201d nations \u2013 3rd.\u201d<\/em><\/p>\n\n\n\n<p>Perceptions of the UAE\u2019s Governance and International Relations are on the up too and the nation\u2019s salience is only expected to grow. The Emirates Mars Mission has landed the UAE at 8<sup>th<\/sup> for \u201cinvests in space exploration\u201d, while hosting the world\u2019s most high-profile climate conference, COP 28, will put the nation firmly in the spotlight in 2023. The historically oil-heavy economy continues to increase its commitment to diversification, innovation, and investment in a more Sustainable Future. The UAE already scores relatively high on the new soft power pillar of that name, placing 19<sup>th<\/sup> globally.<\/p>\n\n\n\n<p><strong>ENDS<\/strong><\/p>\n\n\n\n<p><strong>Note to Editors<\/strong><\/p>\n\n\n\n<p>The&nbsp;<a href=\"http:\/\/www.brandfinance.com\/softpower\">Global Soft Power Index<\/a>&nbsp;is a research study conducted annually by brand evaluation consultancy Brand Finance on a representative sample of 100,000+ respondents in 100+ markets worldwide, measuring perceptions of 121 nation brands.<\/p>\n\n\n\n<p>Soft power is defined as a nation\u2019s 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. It is inferred from a weighting of respondent data, taking into account nation brand perceptions across the three key performance indicators of Familiarity, Reputation, and Influence as well as 35 attributes grouped under 8 Soft Power Pillars.<\/p>\n\n\n\n<p>The full ranking, methodology, charts, commentary, expert contributions, and in-depth articles with interviews on nation brands around the world are available in the&nbsp;<a href=\"http:\/\/www.brandfinance.com\/softpower\">Global Soft Power Index 2023 report<\/a>.<\/p>\n\n\n\n<p>Access the agenda and livestream of the&nbsp;<a href=\"https:\/\/softpower.brandfinance.com\/2023\/agenda\" target=\"_blank\" rel=\"noreferrer noopener\">Global Soft Power Summit 2023<\/a>&nbsp;taking place today, Thursday, 2<sup>nd<\/sup> March 2023 at 09:00-17:00 GMT at the Queen Elizabeth II Centre in London. The Summit will explore the findings of the Global Soft Power Index 2023 as well as bring together practitioners and researchers to explore and debate the role of soft power in international politics and business.<\/p>\n\n\n\n<p>The Summit features a keynote speech by the former UK Prime Minister Boris Johnson as well as a virtual audience address by the First Lady of Ukraine Olena Zelenska and a live virtual discussion with the Minister of Foreign Affairs of Ukraine Dmytro Kuleba.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/softpower.brandfinance.com\/2023\/agenda\">full agenda of the Summit<\/a> will include discussions on the role of sustainability, media, culture, business, sport, and development in driving soft power, featuring UAE Minister of State for Foreign Trade HE Dr Thani Al Zeyoudi, former Prime Minister of Sweden Fredrik Reinfeldt, Chinese-American environmentalist Peggy Liu, and British broadcaster and columnist Andrew Neil, among others. The day will conclude with a session on Australia\u2019s Voice to Parliament exploring the impact of colonialism on perceptions of nation brands today, featuring Professor Megan Davis, and with a speech by Lord Ed Vaizey on the future of the British Monarchy and the Commonwealth.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Read the full Global Soft Power Index 2023 report here Access the agenda and livestream of the Global Soft Power Summit 2023 here London, 2nd March 2023:&nbsp;Russia is the world\u2019s only nation brand to lose soft power over the past year, while Ukraine has seen the strongest soft power improvement, according to the Global Soft [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[51,97],"class_list":["post-20029","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-all-offices","tag-global-soft-power-index"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/20029","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=20029"}],"version-history":[{"count":6,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/20029\/revisions"}],"predecessor-version":[{"id":24940,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/20029\/revisions\/24940"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=20029"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=20029"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}