Global Soft Power Index 2021 reflects impact of Covid-19 on nation brands

The value of a country is determined by how well it has coped with Covid-19, according to an annual study by brand valuation firm Brand Finance. In a year defined by national lockdowns, travel restrictions and social distancing measures, the survey shows perceptions of soft power were almost exclusively influenced by a nation’s response to the pandemic.

The countries that reacted promptly to the pandemic, implementing early lockdowns and tight border restrictions, have performed well across other metrics too. Australia was the only new entry in the top ten and although benefitting from positive perceptions surrounding its appealing lifestyle, friendly people, and popularity as a travel destination there, is no denying the country has also been acknowledged internationally for its successful management of COVID-19.

Similarly, New Zealand was hailed as a global success story, being the fastest-improving nation in the Index and claiming 16th place in the ranking arguably due to its response to the pandemic. The country was praised for its swift action in shutting borders and enforcing mandatory quarantine, which left the nation free of COVID-19 for months. Perceptions of New Zealand have also increased as nations such as the UK and the US cede their usual place as leaders in public health.

“Her [Prime Minister Jacinda Ardern’s] leadership is perhaps at the heart of New Zealand’s increased recognition in influence, international relations, and governance in the Global Soft Power Index 2021,” says David Haigh, CEO of Brand Finance.

The 13 nations that have observed an overall drop in their Global Soft Power Index scores are those that faced severe media scrutiny of their handling of the virus, which caused negative trends across the influence, culture and heritage, and people and values metrics. An example is the UK, which faced much criticism for its government’s unclear approach to curbing the spread of Covid-19 which resulted in some of the highest death rates in Europe. The country dropped 3.9 points.

In an even worst position is the U.S., which finds itself at the very bottom of the Covid-19 metric, ranking 105th mostly due to former president’s Trump inability to acknowledge the severity of the crisis.

“The raging of the virus across the US combined with former President Trump’s rebuke of medical expertise and touting of reckless home-remedies is the most likely culprit for the waning of America’s long-held role model status internationally, at a time where sensible global leadership has arguably been most needed,” says Haigh.