The world’s most comprehensive research study on perceptions of national brands, the Global Soft Power index, ranked Morocco as the 46th country in a ranking of the 120 world’s top soft power nations.
The report was published on the 31 of August by Brand Finance, an accountancy firm based in England and Wales. The report provides a full breakdown of “a nation’s ability to influence the preferences and behaviors of various actors in the international arena”.
With a score of 34.9, Morocco is 46 on the list making it the third most influential African country after Egypt and South Africa.
Compared to the last report, Morocco won three places as opposed to some countries that either stayed stable or lost places.
Hungary comes before Morocco and Indonesia follows right after.
The top 10 most influential African countries on the list are as follows: Egypt, South Africa, Morocco, Nigeria, Mauritius, Rwanda, Algeria, Tunisia, Ghana, and lastly Madagascar.
Algeria went down one spot.
The top 10 most influential countries on the list are the United States, the United Kingdom, Germany, China, Japan, France, Canada, Switzerland, Russia, and lastly Italy.
David Haigh, chairman and CEO of Brand Finance PLC (public limited company), said that because of the Russia and Ukraine war, “we anticipate significant changes to underlying stakeholder opinions of those two nations, and have commissioned a specific additional piece of research to explore this change to the three-year trend data.”
The main takes from this year’s index are:
-The United States bounced back better to reclaim the first place
-The UK leapfrogged last year’s leader, Germany
-China has reached its highest position ever
-Australia and New Zealand are still coping with the Covid-19 aftermath
-UAE is currently leading in the Middle East and Africa with a ranking of 15 on the list, which is the highest position any country in the middle east and Africa has ever reached
-15 nations were welcomed to the index
In regards of the structure of the soft power index, it consists of familiarity, reputation, influence, and the 7 soft power pillars (Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communication, Education & Science, and People & Values) and finally Covid-19 responses.
China has reportedly improved in all the pillars of the index giving its best performance up to this day.
Germany was dethroned by the US and the UK because of how well the two countries did in all the stated categories of the index.
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