Theworld’smostcomprehensiveresearchstudyonperceptionsofnationbrandsAboutBrandFinance6GetinTouch6Acknowledgements7GlobalSoftPowerIndex20238IntroductionfromDavidHaighChairman&CEO,BrandFinance14ForewordfromDrPaulTemporalAssociateFellow,SaÏdBusinessSchool,UniversityofOxford16InterviewwithDmytroKulebaMinisterofForeignAffairsofUkraine18MethodologyHowdidwesurveyperceptionsofnationbrands?19DefinitionsofSoftPower22Methodology26GeneralPublicCountryCoverage28ExecutiveSummaryWhatarethehighlightsfromthisyear’sIndex?29ExecutiveSummary32TheSoftPowerMedalTable42BrandFinanceInsightsHowtointerpretandleveragethedata?45SoftPowerisMoreThanJustaGreatReputation48HowtoBuildRe...
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