Global Soft Power Index 2021: Italy down to 19th position globally.

Not exactly a memorable performance for Italy in the Brand Finance Global Soft Power Index 2021.

With an overall score of 48.3, Italy is down to 19th place globally, vs. the 11th place of 2020.

The report tells us that “traditional powerhouses – the UK, France, Italy, Spain and China – suffer amid poor pandemic responses”, “those who reacted promptly and effectively – such as New Zealand and Australia – implementing early lockdowns and tight border restrictions have performed well across the Soft Power Pillars this year, thereby climbing up the Index.”.

Dropping eight positions, Italy has recorded the greatest decrease in ranking within the top 30. While Germany surges to the first position globally, the former leader, the US, falls down to the 6th position.

Here’s the top 10:

1 Germany 62.2 (2020: 2)

2. Japan 60.6 (2020: 4)

3. United Kingdom 57.9 (2020: 3)

4. Canada a 57.2 (2020: 7)

5. Switzerland 56.3 (2020: 8)

6. United States 55.9 (2020: 1)

7. France 55.4 (2020: 6)

8. China 54.3 (2020: 3)

9. Sweden 52.2 (2020: 9)

10. Australia 52.2 (2020: 13)

Photo by Karsten Würth on Unsplash

 

Check out the whole index here