{"id":31862,"date":"2025-02-20T08:36:12","date_gmt":"2025-02-20T08:36:12","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=31862"},"modified":"2025-02-20T08:36:13","modified_gmt":"2025-02-20T08:36:13","slug":"die-schweiz-behalt-top-10-position-in-wichtigen-bereichen-wie-reputation-fuhrend","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/die-schweiz-behalt-top-10-position-in-wichtigen-bereichen-wie-reputation-fuhrend","title":{"rendered":"Die Schweiz beh\u00e4lt Top-10-Position, in wichtigen Bereichen wie Reputation f\u00fchrend"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><strong>Die Schweiz ist nach wie vor die 8. st\u00e4rkste Soft-Power-Nation, f\u00fchrend unter anderem in den Bereichen Reputation und \u201eVertrauensw\u00fcrdigkeit\u00bb<\/strong><\/li>\n\n\n\n<li><strong>Die USA behalten ihre Spitzenposition, aber das Ansehen sinkt nach dem spaltenden Wahlkampf und der zuk\u00fcnftig ungewissen Ausrichtung unter Pr\u00e4sident Trump<\/strong><\/li>\n\n\n\n<li><strong>Grossbritannien f\u00e4llt auf den 3. Platz zur\u00fcck und wird von China - in der sechsten j\u00e4hrlichen Studie von Brand Finance \u00fcber die Wahrnehmung von Nationen auf der ganzen Welt - \u00fcberholt<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>20. Februar 2025, Z\u00dcRICH - Die Schweiz verbleibt auf Platz 8 <\/strong>mit einem Global Soft Power Index von 64,9 von 100 Punkten, 2,0 Punkte mehr als im Jahr 2024, starken Ergebnissen in allen Bereichen und erh\u00f6hter Dynamik in vielen nationalen Markenattributen, so die Auswertung der neuen Ausgabe des Global Soft Power Index von Brand Finance. Die Vereinigten Staaten und China sind die einflussreichsten Soft-Power-Nationen der Welt. Das Vereinigte K\u00f6nigreich liegt auf Platz 3, gefolgt von Japan (4.) und Deutschland (5.).<\/p>\n\n\n\n<p>Die Schweiz ist nach wie vor die am besten bewertete nationale Marke in Bezug auf ihre Reputation, wobei die Staatsf\u00fchrung nach wie vor eine deutliche St\u00e4rke darstellt und nun weltweit auf Platz 1 liegt, nachdem sich die globale Wahrnehmung der \u201einternational bewunderten Regierungsvertreter\u201c (+2) und der \u201eAchtung von Recht und Menschenrechten\u201c (+1) nochmals verbessert hat.<\/p>\n\n\n\n<p>Auch die Weiterempfehlungen bleiben stark, vor allem in den Bereichen \u201eInvestitionen\u201c, \u201eKauf von Produkten und Dienstleistungen\u201c, \u201eArbeit\u201c und \u201eAufenthalt\u201c, bei denen die Schweiz jeweils den ersten Platz belegt. Auch die Kategorie \u00abPersonen und Werte\u00bb ist eine weitere St\u00e4rke, die mit dem ersten Platz in der Kategorie \u201eVertrauensw\u00fcrdigkeit\u201c unter Beweis gestellt wird.<\/p>\n\n\n\n<p><strong>Marco Casanova, Vorsitzender von Brand Finance in der Schweiz<\/strong>, kommentiert:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201eDie Schweiz behauptet ihre weltweit f\u00fchrende Position in vielen wichtigen, entscheidenden Bereichen wie der allgemeinen Reputation und dem Attribut 'Vertrauensw\u00fcrdigkeit'. W\u00e4hrend 'Spa\u00df' eine relative Schw\u00e4che bleibt, signalisiert der Sprung um 16 R\u00e4nge betreffend \u2018kultureller Pr\u00e4senz\u2019 die Bem\u00fchungen, die globale Wahrnehmung hier zu verbessern.\"<\/em><\/p>\n<\/blockquote>\n\n\n\n<p><strong>Weitere Informationen zum Brand Finance Global Soft Power Index 2025 <\/strong>(in englischer Sprache)<\/p>\n\n\n\n<p>Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Thanks to the scope of the survey, the Index is the world\u2019s most comprehensive study on perceptions of nation brands, providing an in-depth analysis of the evolving status of Soft Power as nations navigate significant global changes and challenges.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Soft Power is defined as a nation's 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. Each nation is scored across 55 different metrics to arrive at an overall score out of 100 and ranked in order from 1<sup>st<\/sup> to 193<sup>rd<\/sup>.<\/p>\n\n\n\n<p>The 2025 Index reveals a <strong>growing divergence in Soft Power potential between nations<\/strong>, with stronger ones - like China - advancing faster while weaker ones - like Kiribati - fall further behind. The top 10 gained an average of +0.9 points in their Soft Power scores, while the bottom 10 saw a sharp decline of -3.0 points. The same is true across broader segments - within the top 100, scores rose by +0.3 on average, while the remaining 93 countries declined by -1.2, reflecting a widening gap where gains by leading nations often come at the expense of others.<\/p>\n\n\n\n<p><strong>Konrad Jagodzinski, Place Branding Director, Brand Finance<\/strong>, commented:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201c<\/em><em>While experts previously posited that all nation brands might experience a gradual score inflation over time, the data now suggests a zero-sum game, with winners and losers. The global public\u2019s capacity to develop familiarity with and admiration for nation brands seems finite, favouring prominent countries and those making deliberate efforts to stand out. Less familiar nations struggle to capture attention and affection in this highly competitive environment.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The <strong>United States <\/strong>maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the Familiarity and Influence Key Performance Indicators (KPIs), three out of eight Soft Power pillars, and ranks highest in 12 out of the 35 nation brand attributes. At the same time, the US\u2019s Reputation has taken a hit, falling four positions to rank 15<sup>th<\/sup> globally, and Governance, a key pillar that underpins a nation\u2019s Reputation, has revealed a notable decline down four spots to 10<sup>th<\/sup>, likely due to internal political tensions and the polarising nature of the presidential campaign, which was underway during the time of polling.<\/p>\n\n\n\n<p>For the first time, <strong>China has surpassed the UK to rank 2<sup>nd<\/sup><\/strong> with a score of 72.8 out of 100 - its highest ever position. Since 2024, China has recorded statistically significant growth across six of the eight Soft Power pillars, and in two-thirds of measured attributes, stemming from strategic efforts including Belt and Road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors.<\/p>\n\n\n\n<p>At the same time, the <strong>United Kingdom<\/strong>\u2019s drop to third place behind China reflects a period of stagnation in its nation brand perceptions. While scores remain relatively stable, a lack of progress across key pillars \u2013 especially Business &amp; Trade, down to 6<sup>th<\/sup>, and Governance, down to 3<sup>rd<\/sup>, are an argument that the UK should bolster its Soft Power strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>20. Februar 2025, Z\u00dcRICH - Die Schweiz verbleibt auf Platz 8 mit einem Global Soft Power Index von 64,9 von 100 Punkten, 2,0 Punkte mehr als im Jahr 2024, starken Ergebnissen in allen Bereichen und erh\u00f6hter Dynamik in vielen nationalen Markenattributen, so die Auswertung der neuen Ausgabe des Global Soft Power Index von Brand Finance. [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[97,163,183],"class_list":["post-31862","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-global-soft-power-index","tag-soft-power","tag-switzerland"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/31862","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=31862"}],"version-history":[{"count":1,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/31862\/revisions"}],"predecessor-version":[{"id":31863,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/31862\/revisions\/31863"}],"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=31862"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=31862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}