국회도서관 국가전략정보포털

About Brand Finance 4
Get in Touch 4
Acknowledgements 5
Global Soft Power Index 2023 6
Introduction from David Haigh Chairman & CEO, Brand Finance 12
Foreword from Dr Paul Temporal Associate Fellow, SaÏd Business School, University of Oxford 14
Keynote Speech at the Global Soft Power Summit on 2nd March 2023 by Boris Johnson Former Prime Minister of the United Kingdom 16
Interview with Dmytro Kuleba Minister of Foreign Affairs of Ukraine 26

Methodology How did we survey perceptions of nation brands? 28
Definitions of Soft Power 30
Methodology 34
Survey Country Coverage 36

Executive Summary What are the highlights from this year’s Index? 38
Executive Summary 40
The Soft Power Medal Table 50

Brand Finance Insights How to interpret and leverage the data? 54
Soft Power is More Than Just a Great Reputation 56
How to Build Reputation and Influence? A Roadmap to Setting Strategic Priorities 60
Nation Brand Value and Strength 64
Can Nation Brand Perceptions Predict Performance? 68
Sustainability and Soft Power 72
Do the Media Decide for Us What is Important? 78
Sports and Soft Power 80

Nation Brand Spotlights What does Soft Power look like around the world? 84
Australia 86
Brazil 88
Canada 90
France 92
Germany 95
India 96
Ireland 99
Italy 100
Interview with the Italian Trade Agency 102
Interview with the Ministry of Foreign Affairs, Kazakhstan 104
Kenya 107
Interview with AMDIE 108
Interview with New Zealand Story 110
Interview with PROMPERÚ 112
Romania 114
Singapore 117
South Africa 118
Interview with Brand South Africa 120
Sri Lanka 122
Interview with Sri Lanka Institute of Marketing 124
Sweden 126
Interview with the Swedish Institute 128
United States 131
Interview with the GREAT Campaign 132

Contributions What do the experts say? 134
Andrew Neil, Publisher, Editor, Broadcaster and Columnist 136
Chrystal Dare, Special Counsel, Corrs Chambers Westgarth 138
Professor David Ellwood, Senior Adjunct Professor, Johns Hopkins University, SAIS Europe 140
Deborah Bonetti, Director of the Foreign Press Association in London and the UK Correspondent at Il Giorno 142
Lord Ed Vaizey, Member of the House of Lords 144
Fredrik Reinfeldt, Former Prime Minister of Sweden 146
Dr Giannina Warren, Senior Lecturer, MA Place Branding, Middlesex University London 148
Jack Sim, Founder of the World Toilet Organisation 152
Dr Keith Dinnie, Reader in Marketing and Associate Dean for Business and Community Engagement, University of Dundee School of Business 154
Peggy Liu, Chairperson, Joint US-China Collaboration on Clean Energy (JUCCCE)  156

Appendices
Full Data Table 160
Brand Finance Network 168