Brand Finance unveils 5 year trends from the Global Soft Power Index

Brand Finance unveils 5 year trends from the Global Soft Power Index

Davos- Switzerland: Held in the UAE Pavilion at the World Economic Forum in Davos – Switzerland, Brand Finance unveiled key insights from the latest analysis of five-year trends in perceptions of nation brands captured by the Global Soft Power Index at a presentation, followed by a panel discussion on Soft Power in Africa.

The session was attended by HE Chipoka Mulenga MP, Minister of Commerce, Trade and Industry of the Republic of Zambia, David Haigh, Chairman and CEO of Brand Finance, Thebe Ikalafeng, Chairman, Brand Africa, and Sithembile Ntombela, Acting CEO, Brand South Africa.

The UAE adopts soft power as an effective tool to highlight the achievements and successes achieved during its development journey. During 2023, the UAE topped the countries of the region and the Arab world in the Global Soft Power Index, a step that reflects the positive influence and reputation the UAE enjoys.

Brand Finance’s Global Soft Power Index is the industry’s largest research study into perceptions of nation brands, surveying opinions of 150,000+ respondents across 100+ markets on all 193 member states of the United Nations.

The analysis of 5 years’ worth of data highlights the rapidly growing importance of building positive Business & Trade perceptions amidst ongoing economic challenges.