Soft Power Index
Ghazwan Al-Minhalaoui
The Soft Power Index is an annual index published by Brand Finance, a commercial and accounting consultancy based in the United Kingdom with branches in over 20 countries. The index measures the soft power of nations, which is defined by the index as “the ability of a nation to influence the preferences and behaviors of various actors on the international stage (states, companies, societies, audiences, etc.) through attraction or persuasion rather than coercion.” It can be said that soft power is the ability to transform states rather than coerce them, or simply “making others want what you want,” which is achieved through demonstrating your shared capabilities. The index was first published in 2020, and the 2024 edition represents the fifth annual version of the index. The Soft Power Index uses the term “nation,” referring to the government and population.
