Soft Power

Soft power is the persuasive approach to international relations, typically involving the use of economic or cultural influence. But what does that mean for cities, nations, and places? If you can leverage your soft power effectively in your place marketing and place branding strategy, you can create far greater impact and leverage your reputation to meet your goals. Here, we’ve collated a wealth of resources to help you with your journey.


This Soft Power Topic Zone is sponsored by

Brand Finance is the world’s leading brand evaluation and strategy consultancy. We help place brands evaluate marketing activities and develop successful strategies. Headquartered in the City of London, we are present in 25 countries worldwide.

We have published the top 100 most valuable and strongest Nation Brands ranking for nearly 20 years. In 2020, we launched the Global Soft Power Index – the world’s most comprehensive research study on perceptions of nation brands, surveying opinions of 100,000+ respondents in 100+ markets.




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Konrad Jagodzinski Place Branding Director Brand Finance Bio

The role of nation branding in fostering peace and unity

When Russia invaded Ukraine in February 2022, Moldova saw thousands of Ukrainian refugees fleeing across their border. As a former Soviet republic, the country was facing a communication crisis. Invest Moldova's Irina Tolstousov explains how they launched the 'Moldova for Peace' campaign and what this means for their citizen engagement and soft power one year on.

label_outline Citizen EngagementCrisis ManagementPlace BrandingSoft Power

More from Soft Power

Trends & Ideas

Ukraine, sustainability, and the impact of soft power

Last week, Brand Finance launched their 2023 Global Soft Power Index. Against a backdrop of uncertainty and instability, it seemed particularly relevant to pause and take stock of how soft power was impacting – and being impacted by – world events. Discover which nations are leading the way and how smaller to mid-sized countries are creating an impact on the global stage.

label_outline Crisis ManagementReputationSoft PowerSustainability