1、3About Brand Finance4Get in Touch4Acknowledgements5Introduction8 by David Haigh,Chairman,Brand FinanceGlobal Soft Power Index 202510Methodology 18Understanding the Global Soft Power Index28 by Kevin Woods,Head of Research,Brand Finance Survey Country Coverage34Executive Summary 26 Global Soft Power
2、Index Analysis28 by Konrad Jagodzinski,Place Branding Director,Brand Finance The Global Soft Power Index Medal Table40 by Richard Haigh,Managing Director,Brand FinanceInsights 44 Soft Power is built in the everyday:The experiences that shape Familiarity,Reputation,and Influence46 by Katrina Rogala,A
3、ssociate Director-Insights,Brand FinanceDoes sustainability drive Soft Power?50 by Robert Haigh,Strategy&Sustainability Director,Brand Finance and Sofia Liszka,Senior Strategy&Sustainability Consultant,Brand FinanceDomestic&global perception gaps:Aligning internal confidence and external credibility
4、 in Nation Branding54 by Agla Perrin,Senior Place Branding Analyst,Brand Finance and Aneka Postlerov,Place Branding Analyst,Brand FinanceBeyond the game:Measuring sports impact on Nation Brand strength60 by Scott Moore,Sports Services Manager,Brand FinanceSoft Power under strain:Shifting perceptions
5、 of global institutions66 by Aleksandr Oniscenko,Associate Director-Research,Brand FinanceNation Brand Spotlights 70 China72 by Wu Liming,Chief Correspondent of Chinas Xinhua News Agency London Bureau and Gao Wencheng,Correspondent of Chinas Xinhua News Agency London Bureau Costa Rica74 by Adriana A
6、costa Rivas,Place Branding,Marketing&Communications Director,esencial Costa RicaEl Salvador76 by Morena Ileana Valdez Vigil,Minister of Tourism,El SalvadorEstonia78 by Eliis Randver,Head of Marketing and Campaigns,Enterprise Estonia(EIS)New Zealand80 by David Downs,CEO,New Zealand StorySouth Africa8
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