New Delhi: India’s ranking on the Global Soft Power Index has fallen to 29th position from the 28th position it had secured in 2023, according to Modern Diplomacy.
The report by Brand Finance, the world’s leading brand evaluation consultancy, notes that India along with Brazil and South Africa “struggle to fulfil their soft power potential”, as they have relatively high Familiarity and Influence, especially in their home regions, but rank lower for Reputation.
On the other hand, the United States and the United Kingdom are the most influential soft power nations in the world, according to the survey. China has grabbed the third spot by surpassing even Japan and Germany.
Brand Finance publishes the Global Soft Power Index based on a survey of more than 1,70,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations.
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. 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.
Soft power is defined as a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, public, etc.) through attraction and persuasion rather than coercion.
