1、The worlds most comprehensive research study on perceptions of nation brandsAbout Brand Finance6Get in Touch6Acknowledgements7Global Soft Power Index 20238Introduction from David Haigh Chairman&CEO,Brand Finance14Foreword from Dr Paul Temporal Associate Fellow,Sad Business School,University of Oxfor

2、d16Interview with Dmytro Kuleba Minister of Foreign Affairs of Ukraine18MethodologyHow did we survey perceptions of nation brands?19Definitions of Soft Power22Methodology26General Public Country Coverage28Executive SummaryWhat are the highlights from this years Index?29Executive Summary32The Soft Po

3、wer Medal Table42Brand Finance InsightsHow to interpret and leverage the data?45Soft Power is More Than Just a Great Reputation48How to Build Reputation and Influence?A Roadmap to Setting Strategic Priorities52Nation Brand Value and Strength56Can Nation Brand Perceptions Predict Performance?60Sustai

4、nability and Soft Power64Do the Media Decide for Us What is Important?70Sports and Soft Power72Nation Brand SpotlightsWhat does Soft Power look like around the world?75Australia78Brazil80Canada83France84Germany87India88Ireland91Italy92Interview with Italian Trade Agency94Interview with Ministry of F

5、oreign Affairs,Kazakhstan 98Kenya99Interview with AMDIE100Interview with New Zealand Story102Interview with PROMPER104Romania106Singapore108South Africa110Interview with Brand South Africa112Sri Lanka114Interview with Sri Lanka Institute of Marketing116Sweden118Interview with Swedish Institute120Uni

6、ted States123Interview with GREAT Campaign124ContributionsWhat do the experts say?121Andrew Neil,Publisher,Editor,Broadcaster and Columnist128Chrystal Dare,Special Counsel,Corrs Chambers Westgarth130Professor David Ellwood,Senior Adjunct Professor,Johns Hopkins University,SAIS Europe132Deborah Bonet