Soft power is a nation's capacity to cause others to do things through persuasive/non-coercive means. The American political scientist Joseph Nye introduced the concept of "soft power" in the late 1980s.
Brand Finance, the world's leading brand valuation consultancy, annually list the countries with the strongest soft power.
Brand Finance's 2022 ranking of the countries with the most soft power
Brand Finance's 2022 ranking of the 10 countries with the most soft power:
- United States
- United Kingdom
- ↑ Global Soft Power Index 2022: USA bounces back better to top of nation brand ranking, Brand Finance website, 2022