2025年全球软实力指数

About Brand Finance4Get in Touch4Acknowledgements5Introduction8by David Haigh,Chairman, Brand FinanceForeword10by Dr Paul Temporal,Associate Fellow, SaÏd Business School, University of OxfordKeynote Speech12by John Kerry,68thU.S. Secretary of StateSpecial Address14by Lech Wałęsa,Former President of Poland & Nobel Peace Prize LaureateGlobal Soft Power Index 202518Methodology26Understanding the Global Soft Power Index28by Kevin Woods, Head of Research, Brand FinanceSurvey Country Coverage34In-Depth Analysis36Global Soft Power Index Analysis38by Konrad Jagodzinski,Place Branding Director, Brand FinanceThe Global Soft Power Index Medal Table44by Jamie Hyman,Global Head of Communications, Brand FinanceFrom strength to strength: How China overtook the UK in Soft Power in 202548by David Haigh,Chairman, Brand FinanceThe zero-sum game of Soft Power52by Konrad Jagodzinski,Place Branding Director, Brand FinanceFrom destination to influence: How tourism shapes national reputation and global appeal56by Diva Shah,Consultant, Brand Financeand Aglaë Perrin,Place Branding Analyst, Brand FinanceSustainability’s contribution to Soft Power60by Robert Haigh,Strategy & Sustainability Director, Brand Financeand Sofia Liszka,Senior Strategy & Sustainability Consultant, Brand FinanceNation Brand Value 2025: Key trends, ranking shifts, and economic insights64by Dhanushika Shanmuganathan,Place Branding Associate Director, Brand Financeand Artur Bryzghalov CFA,Place Branding Associate Director, Brand FinanceBrand Spotlights70China72by Zhang Li,Director of China National Tourist Office, LondonEstonia74by Kata Varblane,Director of CountryPromotion, Enterprise EstoniaMongolia76by Nomin Chinbat,Minister of Culture, Sports, Tourism and Youth of MongoliaNew Zealand78by David Downs,CEO, New Zealand StoryPakistan80by Dr Samina Zehra,Economic Minister, Pakistan High Commission in LondonPoland82by Anna Godlewska,Deputy Director, Department of Public and Cultural Diplomacy, Ministry of Foreign Affairs of the Republic of PolandSouth Africa84by Sithembile Ntombela, General Manager of Marketing, Brand South AfricaSweden86by Sofia Bard,Head of Unit, Sweden Image Analysis Unit, Swedish Instituteand Cecilia Andrae,Senior Adviser, Sweden Image Analysis Unit, Swedish InstituteSwitzerland88by Alexandre Edelmann,Head of Presence SwitzerlandUnited Kingdom90by Patricia Yates,CEO, VisitBritain VisitEnglandLondon92by Rose Wangen-Jones,Managing Director, Marketing, Destination and Commercial, London & PartnersExpert Insights94Outstanding universal value: Preserving heritage protects our future96by Irina Bokova,Former Director-General, UNESCOThe challenge of media and misinformation98by Mitali Mukherjee,Acting Director, Reuters Institute for the Study of Journalism, University of OxfordInvesting in the Nation Brand: The untapped potential of advertising spend for Soft Power100by Dagmara Szulce,Global Managing Director, International Advertising AssociationFrom magnetism to the military: The relationship between Soft Power and politics102by Professor Michael Clarke,Distinguished Fellow & Former Director-General, Royal United Services Institute (RUSI)Jump for the Planet: A mission to protect climate refugees104by Thomas Kozlowski,Initiator of the JUMP FOR THE PLANET ProjectSoft Power is how the world will understand China106by Jay Cao,London Bureau Chief, Phoenix Satellite TVRising brand perceptions of emerging markets multinationals108by Dr Lourdes Casanova,Senior Fellow and Cañizares Director, Emerging Markets InstituteFull data table: Global Soft Power Index 2025110 4Brand Finance is the world’s leading brand evaluation and strategyconsultancy.Bridging the gap betweenMarketing and FinanceBrand Finance was set up in 1996with the aim of 'bridging the gap betweenmarketing and finance'. Since this time,we have helped companies andorganisations of all types to connecttheir brands to the bottom line.Quantifying the financialvalue of brandsWe put thousands of the world’sbiggest brands to the test every year.Ranking brands across all sectorsand countries, we publish over100 reports annually.Unique combinationof expertiseOur teams have experience acrossa wide range of disciplines frommarketing and market research,to brand strategy and visual identity,to tax and accounting.Priding ourselveson technical credibilityBrand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council.About Brand FinanceGet in TouchFor all enquiries, please contact:Konrad JagodzinskiPlace Branding Directork.jagodzinski@brandfinance.comArtur Bryzghalov, CFAPlace Branding Associate Directora.bryzghalov@brandfinance.comsoftpower@brandfinance.com+44 (0)20 7389 9400 AcknowledgementsBolt InsightBrand Dialogue LtdBrand UkraineChina National Tourist Office, LondonCity Nation PlaceCrowd CommsDovers FlowersEnterprise EstoniaFairlight StudiosIndian Hotels Compan