![]() ![]() A poor track record of its first response to the health crisis likely played a role. The USA led the ranking at the start of 2020 but saw a major deterioration of its perceptions among the general public around the world later that year, resulting in a drop to 6 th position at the start of 2021. Released today, the Global Soft Power Index by Brand Finance is an entirely survey-based annual research study on perceptions of nation brands, capturing opinions of over 100,000 respondents worldwide on 120 nation brands. London, 15 th March 2022: The United States of America has bounced back to the top of the Global Soft Power Index ranking in 2022 after turning a corner on the COVID-19 pandemic. View Brand Finance's Global Soft Power Index 2022 report here Maldives ranks highest of 15 new entrants added to 2022 ranking.Brazil and South Africa improve scores as salience of large nations grows.UAE distances peers in Middle East and North Africa thanks to EXPO 2020.Australia and New Zealand cope with impact of COVID-19 isolation. ![]() Italy and Spain resurge as memory of health crisis coverage fades.Russia’s soft power collapses globally following invasion, attitudes towards Ukraine soar. ![]()
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