Panel Discussion of First Ladies and Gentlemen on Global Soft Power Summit in partnership with Brand Finance in London 28-29 February 2024

Brand Finance’s Global Soft Power Summit 2024 at the Queen Elizabeth II Centre in London, UK, released the next iteration of the Global Soft Power Index’s research. The Summit explored the pivotal role of Soft Power in international relations and business. The Rt Hon Sir John Major KG CH, Former Prime Minister of the United Kingdom, was a keynote speaker at the event.

This year’s Summit focused on the global economy’s future and Soft Power’s influence in attracting investment, trade, talent, and tourism. Nation brand leaders discussed strategies to leverage Soft Power to meet the evolving demands in these critical areas.

Following the publication of four iterations of the Global Soft Power Index — the world’s most comprehensive study on perceptions of national brands — Brand Finance is now progressing with its fifth year of research. Based on a global survey of over 150,000 respondents across more than 100 markets, the upcoming Index will rank all 193 United Nations member states for the first time.

The programme of the two-day Summit was:

Wednesday, 28th February: National brand leaders-led workshops are available exclusively in person.

Thursday, 29th February: A full-day hybrid Conference, accessible online and offline.

The event also unveiled new research identifying the top nations in investment, trade, talent, and tourism attraction. An Awards Ceremony on the 28th of February celebrated the winners, followed by Panel Discussions on the 29th of February on the result of the research’s theme.