2026年全球软实力指数（英）2026

Nation Branding in Perspective Make it iconic – Choose France, Made in Chinato Created in China, Singapore – Passion MadePossible, Innovation is GREAT in the UK, and PuraVida in Costa Rica are just a few of the straplinescreated over the years to spearhead nationbrand campaigns. Some are just tourism related but others covermore of the four key economic effects. Recognition that nation branding driveseconomic growth is now universal althoughsome countries have gone further and fastertowards creating nation brand organizationswith the full suite of marketing tools at theirdisposal and budgets to match. South Korea,New Zealand, UAE, Saudi Arabia, China, and manydeveloping countries are investing heavily inbuilding nation brands. David Haigh Chairman and CEO,Brand Finance In 2005, Brand Finance was asked bySimon Anholt, the independent policy adviserand academic, who pioneered nation and placebranding, to build on his annual perceptualresearch study into nation brands by puttinga dollar value on the nation brands coveredby his research. Brand Finance now runs the most extensiveperceptual research study of nation brands –Global Soft Power Index – to drive the resultsof its Nation Brand Value study and it is notablethat those countries which have structuredtheir marketing in a professional way, andhave invested properly and consistently, haveperformed particularly well economicallyover the last 22 years. Simon wanted this because, while hisperceptual research made interesting readingfor governmental policy makers, he felt that harddollar values are much more likely to shift theinvestment behaviour of politicians. If a strong nation brand can demonstrablyincrease tourism, trade, talent attraction, andforeign direct investment, thereby increasingGDP, wealth and tax revenues then his adviceabout how to build nation brands would bemore readily accepted. Investment is not just in communicationsspend but also in major initiatives, includingcultural, sporting, and business events andfestivals, such as the FIFA World Cup, theOlympics, Cannes Festivals, WorldEconomic Forum in Davos etc. $2,412-11.6%$2,303-4.1%2Italyeducation, Denmark for pharma, China fortechnology, France for luxury, India for IT,and Italy for food and drink. Nation brandactivities reinforce a virtuous circle wherethe nation brand elevates the individualbrands and vice versa. nearly 200 target countries it is incumbenton place brand marketers to make choices. By 2026 we will have been putting dollarvalues on individual nation brands for 22 yearsand we think it is interesting to see the trendsin nation brand building which have developedover the period. Brand Finance has run a Nation Brand Forumin London nearly every year for the last 20years and it is notable that the audiences havedeveloped from interested policy advisers anddiplomatic staff to professional destinationmarketing officers and place brand experts. 0PolandThis is where Brand Finance’s detailedanalysis of perceptual strengths, driversinsight, and economic impact can be helpfulfor targeting polices in the best possible way. $2,122-4.3%1India2SpainThe hard part is now for policy makers andtheir marketing colleagues to segment the worldand profile the activities and industries in theircountries to decide on an overarching positioningand marketing plan to craft the nation and placebrand strategy to grow economic activity in themost effective way. Firstly, it is very noticeable that most nations,not just in the developed world, now regularlyrefer to nation brand building and seem clearthat it is possible to improve national pride,social cohesion, stability and economic growthby developing and investing in strong nation,city, and place brands. 1IndonesiaMany destination management organisationsnow use our data to refine and direct theirmarketing to reap the greatest rewards fromtheir nation and place brand campaigns. We expect to see this trend accelerate notleast because there is increasing evidence that astrong nation brand with appropriate values andassociations has a direct impact on the successof national corporate brands seeking to exportand grow abroad. Incredible India, Malaysia Truly Asia, 100% PureNew Zealand, Germany – Simply Inspiring, $1,937-30.1%In a complex environment where there aremultiple products and services and there are Germany is known for engineering, Britain for