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Writer's pictureZiggurat Realestatecorp

Being Filipino: Our soft power

The 5th annual global survey from Brand Finance ranks all 193 member states of the United Nations for the first time 


  • Military conflict harms soft power, with Russia, Ukraine, and Israel falling down the ranking 

  • China is the fastest-growing nation brand this year, rising in the ranking from 5th to 3rd 

  • The United Arab Emirates, Saudi Arabia, Qatar, and Türkiye see greatest improvement since inception of the Global Soft Power Index in 2020 


The United States and the United Kingdom are the most influential soft power nations in the world, according to the new iteration of the Global Soft Power Index by Brand Finance, the world's leading brand evaluation consultancy. China is ranked 3rd, surpassing Japan and Germany.  


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’s 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.  


Soft power is defined as a nation’s ability to influence the preferences and behaviors of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction and 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 1st to 193rd. 


The report has found that at a time of global uncertainty and instability, economic credentials are increasingly important contributors to a nation’s soft power. Nation brand attributes such as 'strong and stable economy' and 'products and brands the world loves' emerge as key drivers of influence and reputation on the global stage. This trend explains the continued dominance of the world’s largest economies like the USA and China as well as smaller developed economies like Switzerland and the United Arab Emirates at the top of the ranking. Dominant nation brands are recording faster soft power growth (average +3.1 points in the top 50) than the rest of the ranking (average -1.3 for those ranked 51-193). 


The Philippines , known for its warm and welcoming people, climbed nine spots to 52nd place out of 193 nations with an overall index score of 39.8 out of 100 in the latest edition of the annual Global Soft Power Index by brand valuation consultancy firm Brand Finance.


Though the country’s performance could be better, its high score in the “people” metric “speaks volumes in terms of who we are as Filipinos,”. We’re nurturing, and we’ve reached other countries through different professions by always being rooted in malasakit (concern).




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