Morocco’s soft power has seemingly dropped since last year, as the Kingdom ranked 55th globally in Brand Finance’s most recent Global Soft Power Index.
Specializing in brand evaluation and strategy consulting, Brand Finance’s newest ranking saw Morocco loose 9 places compared to last year, when it was ranked 46th.
Brand Finance defines soft power as “the ability of a nation to influence the preferences and behaviors of various actors in the international arena, which includes states, companies, communities, publics, and more, through attraction or persuasion rather than coercion.
The London-based firm looks at three main indicators, namely familiarity, reputation and influence, with 7 pillars contributing to the favorable or unfavorable perception of national brands, in addition to countries’ COVID-19 response.
With a score of 39.2 out of 100, the kingdom fell back in terms of familiarity, which defines the national brands that people know and that capture their mental availability, and reputation, with scores of 5.1 and 5.8 out of 10 respectively.
The country also scored 3.7 out of 10 for influence, higher than last year’s score.
The country’s overall scores remain below average. It scores 4.1 out of 10 for Business and Trade, 4.1 for Culture and Heritage, 4 for People and Values, 3.7 for International Relations, 3.1 for Governance and Media and Communications, and only 2.5 out of 10 for Education and Science.
The report highlighted the “Morocco Now” campaign by interviewing Ali Seddiki, Director General of the Moroccan Agency for Investment and Export Development (AMDIE).
Seddiki discussed the main assets Morocco relies on to attract Foreign Direct Investments, the flagship projects AMDIE has been involved in recently, and the main objectives of “Morocco Now” for the coming years.
In the MENA region, Morocco drops to 10th place, behind the United Arab Emirates (10th), Saudi Arabia (19th), Qatar (24th), Israel (27th), Kuwait (35th), Egypt (38th), Oman (46th), Bahrain (50th) and Jordan (53rd). The kingdom also remains in third place in Africa, behind Egypt (38th) and South Africa (40th), ahead of its neighbors Tunisia (83rd) and Algeria (86th).
Mauritania and Libya are not ranked.
Globally, the United States remains at the top of the rankings, with a score of 74.8 out of 100. The United Kingdom follows, ahead of Germany, Japan and China, while the bottom of the ranking is occupied by Laos (117th), Trinidad and Tobago, Uganda, Guatemala and Zimbabwe (121st).
For Brand Finance, the year 2022 was marked by a number of events that tested the “soft power” of all nations. The report cites Russia’s invasion of Ukraine, protests in Iran and the death of Queen Elizabeth II among the most notable.
“As the economy began to recover from the Covid-19 pandemic, it was hit by inflation that shows no signs of slowing down as governments try to manage the energy crisis as best they can to protect consumers and businesses,” it concludes.
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