This whitepaper by Brand Finance Institute, titled "Soft Power & brand value: Lessons from the pandemic," examines the impact of the COVID-19 pandemic on nations' soft power and brand value. Soft power refers to the ability of a nation to influence others through attraction or persuasion, rather than coercion. The report is based on 55,000 surveys of specialists and the general public in 100 countries, which assess a nation's presence, reputation, and impact on the world stage through various measures, including awareness and familiarity, overall influence, overall reputation, and performance on seven soft power pillars: business and trade, governance, international relations, culture and heritage, media and communication, education and science, and people and values. The report provides a balanced and holistic assessment of nations' soft power and brand value, highlighting the importance of these factors in shaping a nation's global standing.
