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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 measure their marketing activities and develop successful strategies. Headquartered in the City of London, we are present in 25 countries worldwide.
We have published the Brand Finance Nation Brands study into the strength and value of the world’s top nation brands for 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 150,000+ respondents in 100+ markets and ranking all 193 member states of the United Nations. Our Brand Finance City Index – published for the first time in 2023 will be extended in the coming years to cover more city brands in regional rankings across all continents.
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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.