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
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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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.
City diplomacy in action: Why Prague is taking an active role tackling global challenges
Discover how Prague is leveraging city diplomacy to take an active role in global challenges where the national government is unable to react as rapidly, and how cities can collaborate together for a more sustainable, resilient future.
Can nation brand perceptions predict performance?
As the world becomes increasingly connected, soft power is an important tool that nations can leverage to achieve economic success. Brand Finance's Place Branding Director Konrad Jagodzinski explores the link between nation brand perceptions and performance and shares some ideas on how you can leverage your soft power to grow your economy.
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Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index and Nation Brands studies.
Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.
In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including New Zealand Story, the Australian Trade and Investment Commission, and the Ministry for Foreign Affairs of Finland.
Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.