Global Soft Power Index 2022: Italy up in 10th position
The new 2022 edition of Global Soft Power Index is finally out. Brand Finance’s much-awaited release can be downloaded here.
Italy is one of the countries with the greatest capacity to influence the choices of other nations without any military or economic coercion. Thanks to a record year-on-year growth, the Belpaese enters the top 10 of the Brand Finance Global Soft Power Index 2022.
The research is based on 100,000 opinions collected from a representative sample of the population of 101 nations in November 2021. This is after the collapse from 11th place to 19th place last year.
In 2022 Italy gains 9 positions, up to 10th place. The strong recovery is evidenced by the gain of 6.4 points out of 100 in the analysis conducted by Brand Finance.
Only the USA, China and the UK performed better.
As Qui Finanza reports, “we are also the nation where food is the most loved in the world and the one with the friendliest population. Italy is only surpassed by Brazil in terms of perception of the quality of entertainment. In third place in quality of cultural heritage, after Egypt and China; always in third place in quality of international relations, after Switzerland and Canada. Italy ranked fourth in terms of both art & entertainment and generosity”.