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Azerbaijan advanced 20 places in Global Soft Power Index

15 March 2023 17:04 (UTC +04:00)

Azerbaijan has advanced 20 places in the "Global Soft Power Index" prepared annually by the "Brand Finance" consulting company, APA's Britain bureau reports.

Thus, Azerbaijan moved from 77th place to 57th place compared to last year's index.

According to the Global Soft Power Index 2023, Russia is the world’s only nation to lose soft power over the past year, as its reputation has plummeted globally in the wake of its aggression against Ukraine, causing it to drop out of the ranking’s top 10.

Ukraine sees the strongest soft power improvement this year among all 121 nation brands in the ranking, driven by a steep increase in Familiarity and Influence.The

The United States, the United Kingdom, and Germany defend their top 3 spots in the ranking.

China retains “future growth potential” despite being overtaken by Japan in the top 5, following reduced ability to engage with global audiences due to COVID-19 restrictions.

The United Arab Emirates enters the top 10 as the first nation brand from the Middle East, on the back of a successful EXPO 2020 and in anticipation of COP 28.