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Al Etihad
05-03-2025
- Business
- Al Etihad
UAE among top 10 in global soft power index
20 Feb 2025 13:00 REDDY (ABU DHABI)The UAE ranks among the world's top 10 nations for soft power, driven by diplomatic influence, a favourable investment climate, and ongoing economic diversification, according to the latest Global Soft Power Index by Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries, gathering data on global perceptions of all 193 UN member states. The Index is regarded as the most comprehensive study on perceptions of nation power is defined as a nation's ability to influence others in the international arena through attraction and persuasion rather than coercion. Each country is scored across 55 different metrics, arriving at an overall score out of 100, and ranked accordingly from 1st to UAE has successfully retained its 10th position in the Index, bolstered by strong perceptions of Influence (8th), International Relations (9th), and Business & Trade (10th). This year, the UAE has risen to second position globally for being 'easy to do business in and with', and it continues to rank in the top 10 for future growth potential and maintaining a strong and stable economy. The UAE improved its overall score to 60.4 out of 100 in 2025 from 59.7 in the 2024 index. In recent years, Gulf nations have made significant strides in soft power, but some countries in the region are now experiencing a slowdown in momentum. The UAE stands as an exception to this trend. Saudi Arabia has dropped two positions to 20th, while Qatar has fallen one spot to 22nd. Kuwait has dropped to 40th place, falling three ranks this year, while Oman (49th) and Bahrain (51st) have seen no significant Campbell, Managing Director, Brand Finance Middle East, said in an interview with Aletihad that the UAE has retained its 10th position, largely due to its strong standing in Business & Trade, International Relations, and overall Influence. 'While the UAE's soft power remains dominant within the Middle East, nations below it such as Sweden (11th) and South Korea (12th) have both closed the gap in 2025 and will likely to offer vigorous competition for a top-ten position in the upcoming years,' Campbell UAE's second-place ranking for ease of doing business is an indicator of how the country is perceived globally. According to Campbell, this ranking suggests that a significant portion of respondents associate the Emirates with a highly favourable business the UAE's position in International Relations, Campbell highlighted that its 9th place ranking has remained steady in 2025, which can largely be attributed to its neutral stance and mediation efforts in global 2025 Index highlights a growing divergence in soft power potential between nations, with stronger ones advancing and weaker ones falling further behind. The United States continues to hold the top position, achieving its highest-ever Global Soft Power Index score of 79.5 out of 100. China has, for the first time, surpassed the United Kingdom, ranking second with 72.8 out of 100 — its highest-ever position. Since 2024, China has experienced significant growth across six of the eight soft power pillars, as well as in two-thirds of measured attributes. The United Kingdom's drop to third place reflects a period of stagnation in its nation brand perceptions. Other nations ranking in the top 10 include Germany (4th), Japan (5th), France (6th), Canada (7th), Switzerland (8th), and Italy (9th).
Arab News
21-02-2025
- Business
- Arab News
Regional conflicts dent Middle East performance in 2025 Soft Power Index
LONDON: Regional conflicts have negatively impacted the performance of Middle Eastern countries in this year's Soft Power Index, according to findings by brand and marketing consultancy Brand Finance. The 2025 results, unveiled at the annual conference in London on Thursday, revealed significant declines for nations embroiled in conflicts — including Israel, Lebanon, Sudan, Ukraine, and Russia — dragging down much of the broader region's performance. Despite the UAE maintaining its 10th-place ranking with a modest 0.7-point increase, other Middle Eastern countries, including Saudi Arabia, Qatar, and Israel, saw stagnation or setbacks after years of steady gains. 'After years of soft power gains, Gulf nations somewhat lose momentum in 2025, with the exception of the UAE,' said Andrew Campbell, managing director at Brand Finance Middle East. 'While they remain admired for their influence and business-friendly policies, respondents from the wider Middle East, Africa, and Asia view the region less favorably than before.' The index, which Brand Finance calls the 'most comprehensive study on perceptions of nation brands,' surveyed 170,000 respondents across more than 100 markets. Saudi Arabia, which had been one of the fastest climbers in recent years, slipped two places to 20th after rising eight spots since 2020. While the Kingdom stalled in key metrics such as familiarity, influence, and reputation, it continued to make strides in perception-based categories. Among these, Saudi Arabia showed a 0.7-point increase (out of 10) in education and science — an area highlighted by the King Faisal Specialist Hospital and Research Center's recognition as one of the world's top academic medical centers in a separate Brand Finance report earlier this year. Soft power, a term coined by American political scientist Joseph Nye in the 1990s, refers to a nation's ability to achieve influence through persuasion rather than coercion or financial incentives. It has been central to Saudi Arabia's Vision 2030 strategy, with significant investments across various industries propelling its growth in the rankings in recent years. This aligns with the Kingdom's broader aspirations to diversify its economy, attract foreign investment and talent, and solidify its position on the global stage. While many Gulf nations experienced setbacks, the UAE remained largely resilient. Retaining 10th place overall, the country scored highly in perceptions of influence (eighth), international relations (ninth), and business and trade (10th). The UAE also climbed to second place globally for being 'easy to do business in and with' and ranked in the top 10 for 'future growth potential' and 'strong and stable economy.' This was driven by fiscal strength, a positive investment climate, and continued economic diversification. Campbell noted that while the region has made steady gains in recent years, the latest index reflects a 'shift in sentiment in the wider Middle East and in Asia towards Saudi Arabia and the UAE,' leading to a leveling off in their performance. Former US Secretary of State John Kerry with the Chairman of Brand Finance David Haigh. (Brand Finance/File) Speaking to Arab News, he said that although the survey measures perception rather than the direct causes behind it, 'part of it is to do with the conflict in Gaza' and the 'strong sentiments' the Palestinian cause evokes throughout the region. 'I think that sentiment is somewhat driven by that deep Arab feeling of, 'We have to protect and be aligned with the Palestinians,'' he explained. 'So, there's probably some kind of internal conflict of feeling going on. And then we've also got the Iran situation relative to Syria and the Houthis. That whole dynamic in the Middle East has always been complicated, but it's now complicated and explosive.' Campbell linked this shift in perception to the Abraham Accords signed by the UAE during Donald Trump's first presidency. The survey was conducted between September and November, meaning major developments — such as the ceasefire in Lebanon, the end of the Assad regime in Syria, and the Gaza truce — have yet to be fully absorbed into the index. The rapidly evolving situation in the region and other active conflict areas was a key focus at Thursday's summit. Speakers, including former Polish President and Nobel Peace Prize Laureate Lech Walesa, former US Secretary of State John Kerry, and former Finnish Prime Minister Sanna Marin, underscored the resurgence of hard power — military and economic coercion — as a defining factor in how nations are perceived on the global stage. Michael Clarke, distinguished fellow and former director-general of the defense and security think tank Royal United Services Institute, told Arab News that contrary to popular belief, 'soft and hard power are not a seesaw where one goes up and the other goes down. They tend to go up or down together.' He stressed that while 'we are seeing much greater emphasis on hard power politics,' nations should not overlook the role of soft power. He argued that, as the world moves into an era of 'new imperialism, soft power will go with that,' noting that hard power is most effective when complemented by soft power. Countries with strong military capabilities, he added, often 'spend most of their time not fighting' because their influence stems from imitation and strategic deterrence — key elements of real soft power. Highlighting Israel's performance over the past two years, Clarke pointed to its military failures in Gaza as an example of how the misuse of hard power can erode soft power. He noted that Israel's actions, perceived as lacking moral legitimacy, are seen as 'intolerable to most other professional militaries' that integrate hard power into their broader strategic influence. Looking ahead, Clarke said the long-term geopolitical impact of Israel's recent actions remains uncertain, particularly as Trump's second term begins. Amid the shifting power dynamics in the region, he suggested that Syria's post-Assad transition could significantly influence its soft power standing in the coming year. This 'remaking of the Middle East,' he added, may also present an opportunity for Gulf nations, particularly Saudi Arabia and the UAE, to enhance their soft power appeal as the region's geopolitical landscape continues to evolve. The US-Russia negotiations over Ukraine, held in Riyadh this week, were a key topic of discussion at the summit. As highlighted in this year's Soft Power Index, both countries followed a similar trajectory to other nations involved in conflict, experiencing stagnation or, in Ukraine's case, a decline after two years of gains. Professor Michael Clarke addressing the summit. (AN/File) Speakers underscored that, in what Clarke described as a new 'paradigm of international relations,' the UN's role — already under strain due to its perceived failure to uphold its mandate — will be critical in fostering international cooperation on global challenges beyond the capacity of individual nations. The index reveals a growing divide, with stronger nations advancing rapidly while weaker ones fall further behind. 'With the exception of when the Security Council mandates the use of sanctions or force, most of what the UN does is powered by soft power. It is the power of convening,' Maher Nasser, commissioner-general of the UN at Expo 2025 and director of the Department of Global Communications, told Arab News. 'It is the power of working towards consensus when not possible by majority votes. But the traces and the impact of the work that takes place in the UN (are) way beyond the issues of peace and security that people (tend to) focus on.' Amid ongoing conflicts and shifting global dynamics, Nasser emphasized that the UN remains 'the most representative platform on the planet,' stressing that lasting peace can only be achieved through 'creating conditions for trust and using soft power to achieve objectives,' a principle at the heart of the UN's mission. This year's index saw the US retain its top position, while China overtook the UK for second place. Among Arab nations, Egypt ranked 38th, Kuwait 40th, and Oman 49th. Morocco, Bahrain, and Jordan followed at 50th, 51st, and 58th, respectively, while Algeria placed 78th, Tunisia 79th, Lebanon 91st, and Yemen 122nd — climbing 27 places due to improvements in governance, international relations, and education and science. Syria (127th) and Libya (133rd) rounded out the rankings.
Khaleej Times
20-02-2025
- Business
- Khaleej Times
UAE ranks among world's top 10 soft powers, defying regional slowdown
The UAE maintained its ranking among the world's top 10 nations for soft power, thanks to its diplomatic influence, a favourable investment climate, and ongoing economic diversification, according to the Global Soft Power Index 2025 released by Brand Finance. The UAE's position is bolstered by strong perceptions of influence (8), international relations (9), and business and trade (10). This year, the UAE rose to second position globally for being 'easy to do business in and with', and ranks in the top 10 for 'future growth potential' and 'strong and stable economy'. The UAE has also been strongly involved in improving relations between Russia and Ukraine as well as other countries to bring peace to the world. This strengthens the UAE's influence on the global scale and helps bring different factions together on peace talks. Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. In recent years, Gulf nations have also made major strides in 'soft power', but some of the region's countries are now experiencing a slowdown in their momentum. Saudi Arabia has dropped two positions to 20 and Qatar has fallen one spot to 22. Kuwait (40) dropped three ranks this year, while Oman (49) and Bahrain (51) saw no significant improvement. "After years of 'soft power' gains, Gulf nations somewhat lose momentum in 2025, with the exception of the UAE. While they remain admired for their influence and business-friendly policies, respondents from the wider Middle East, Africa, and Asia view the region less favourably than before. Most of these markets still hold Gulf countries in high regard, nevertheless, overall scores have softened, potentially reflecting a shift in sentiment,' said Andrew Campbell, managing director, Brand Finance Middle East. The US maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the 'familiarity' and 'influence' Key Performance Indicators (KPIs), three out of eight soft power pillars, and ranks highest in 12 out of the 35 nation brand attributes. For the first time, China has surpassed the UK to rank second with a score of 72.8 out of 100 — its highest-ever position. Since 2024, China has recorded statistically significant growth across six of the eight soft power pillars, and in two-thirds of measured attributes, stemming from strategic efforts including belt and road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors. The UK dropped to third place behind China, reflecting a period of stagnation in its nation brand perceptions.
