The Embassy of Ukraine in Belgium shared the World’s most comprehensive study based on the nation brands ‘Global Soft Power Index’ 2023 in Ukraine. Global Soft Power is a study based on people’s perceptions of national brands in Ukraine.

The Embassy of Ukraine in Belgium took to their social media on Tuesday, April 18, 2023, and shared about the World’s most comprehensive study based on the nation brands ‘Global Soft Power Index’ 2023 in Ukraine. The embassy shared that the Global Soft Power Index is based on research of people’s perceptions of national brands, with responses gathered from over 100,000 people across more than 100 countries and on qualitative interviews with international decision-makers and influencers.

The Ukraine Embassy shared that in the Global Soft Power Index 2023, based on the research data collected in 2022, after the start of Russia-Ukraine’s full-scale invasion, Ukraine added 10 points to its soft power score over the year which was more than any other nation in the study, primarily driven by a substantial increase in its influence.

As of 2023, Ukraine ranks 37th (up from 51st) with a 44.3 soft power score and increased familiarity, reputation, and overall impact. Ukraine is currently among the top 20 most influential countries globally. It also enjoys the great attention of the global public, being the 3rd country in terms of “affairs followed closely”.

Ukraine also ranks high within the Governance pillar, 12th among the “internationally admired leaders”. The authors of the Index acknowledge that this is the result of the successful execution of Ukraine’s internal and external diplomatic communications approach that helped bring the Western alliance together and resist Russia’s unprovoked and illegal invasion of Ukraine.

Understanding people’s perceptions through Global Soft Power is vital for national, regional, city, and corporate brands to succeed internationally, allowing them to identify strengths and weaknesses and improve growth strategies in the future. The stronger the nation’s soft power, the greater its ability to attract investment and market its products and services.


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