1、The worlds most comprehensive research study on perceptions of nation brands3About Brand Finance4Get in Touch4Acknowledgements5Global Soft Power Index 20246Introduction16 by David Haigh,Chairman&CEO,Brand FinanceForeword18 by Dr Paul Temporal,Associate Fellow,Sad Business School,University of Oxford

2、MethodologyHow did we survey perceptions of nation brands?20Definitions of Soft Power22Methodology26 by Carine Guillou,Research Director,Brand FinanceSurvey Country Coverage28Executive SummaryWhat are the highlights from this years Index?30Executive Summary32 by Konrad Jagodzinski,Place Branding Dir

3、ector,Brand Finance Insight&AnalysisWhat do the experts say?40Global Soft Power Awards:Identifying top nation brands across all metrics42 by Artur Bryzghalov,Place Branding Manager,Brand FinanceNation Brand Value:Growth has slowed,but not stalled46 by Dhanushika Shanmuganathan,Place Branding Manager

4、,Brand FinanceThe Relationship between Sustainability and Soft Power50 by Robert Haigh,Strategy&Sustainability Director,Brand Finance and Sofia Liszka,Strategy&Sustainability Consultant,Brand FinanceDeveloping an Edge as a Nation Brand54 by Andrew Neil,Publisher,Editor,Company Chairman&BroadcasterWh

5、y Soft Power Matters to Trade and Investment Promotion56 by Courtney Fingar,Leading Expert on Foreign Direct Investment&Business EditorTourisms Sunny Side:Gaining Soft Power through Regeneration58 by Florian Kaefer,Founder&Editor,The Place Brand ObserverAppendicesFull Data Table62Brand Finance Netwo

6、rk78Contents45Brand Finance is the worlds leading brand evaluation and strategy consultancy.Bridging the gap between Marketing and Finance Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations