1、3ContentsAbout Brand Finance4Get in Touch4Acknowledgements5Introduction8 by David Haigh,Chairman,Brand FinanceForeword10 by Dr Paul Temporal,Associate Fellow,Sad Business School,University of Oxford Keynote Speech12 by John Kerry,68th U.S.Secretary of StateSpecial Address14 by Lech Wasa,Former Presi

2、dent of Poland&Nobel Peace Prize LaureateGlobal Soft Power Index 202518Methodology 26Understanding the Global Soft Power Index28 by Kevin Woods,Head of Research,Brand Finance Survey Country Coverage34In-Depth Analysis 36 Global Soft Power Index Analysis38 by Konrad Jagodzinski,Place Branding Directo

3、r,Brand Finance The Global Soft Power Index Medal Table44 by Jamie Hyman,Global Head of Communications,Brand FinanceFrom strength to strength:How China overtook the UK in Soft Power in 202548 by David Haigh,Chairman,Brand Finance The zero-sum game of Soft Power52 by Konrad Jagodzinski,Place Branding

4、 Director,Brand FinanceFrom destination to influence:How tourism shapes national reputation and global appeal56 by Diva Shah,Consultant,Brand Finance and Agla Perrin,Place Branding Analyst,Brand FinanceSustainabilitys contribution to Soft Power60 by Robert Haigh,Strategy&Sustainability Director,Bran

5、d Finance and Sofia Liszka,Senior Strategy&Sustainability Consultant,Brand FinanceNation Brand Value 2025:Key trends,ranking shifts,and economic insights64 by Dhanushika Shanmuganathan,Place Branding Associate Director,Brand Finance and Artur Bryzghalov CFA,Place Branding Associate Director,Brand Fi

6、nanceBrand Spotlights 70 China72 by Zhang Li,Director of China National Tourist Office,LondonEstonia74 by Kata Varblane,Director of CountryPromotion,Enterprise EstoniaMongolia76 by Nomin Chinbat,Minister of Culture,Sports,Tourism and Youth of MongoliaNew Zealand78 by David Downs,CEO,New Zealand Stor