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

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