Soft power is a nation’s ability to shape opinion through attraction and persuasion rather than force. It can include everything from its perceived lifestyle to its visibility within international institutions – and a positive national image is becoming ever more important for securing investment, growing exports and building alliances. 

The annual Global Soft Power Index (GSPI) is compiled by marketing consultancy Brand Finance, and it draws on the perceptions of over 170,000 respondents worldwide. It gives countries a score of up to 100 according to key performance indicators such as familiarity and reputation, and 35 national ‘brand attributes’. It also awards medals for outstanding achievement and puts a figure on the monetary value of each nation’s brand. 

Read on to discover how the top 30 countries fare in this year’s GSPI and why some are finding it easier than others to win hearts and minds. 

All dollar amounts in US dollars