Morocco is taking small steps

Morocco is ranked 46th globally in Brand Finance’s Global Soft Power Index for 2022, up two places from last year’s index score.

A recently released index defines soft power as “a nation’s ability to influence the preferences and behaviors of various actors on the international stage (states, companies, communities, the public, etc.) through attraction or persuasion rather than coercion”. defines as.

Thus Morocco ranks 7th among the 15 countries listed among the most “influential” countries of the Middle East and North Africa (MENA).

At the Arab world level, Morocco comes after the United Arab Emirates (15th globally), Israel (23rd), Saudi Arabia (24th globally), Egypt (31st) and Kuwait (36th), with a score of 34.9. .

Oman (49th), Jordan (56th), Iran (63rd) and Algeria (75th) consistently follow the Kingdom in the MENA region, with Sudan ranking last in the region, 119th globally.

The United States leads the world ranking with a score of 70.7, followed by the United Kingdom (64.9), Germany (64.6), China (64.2) and Japan (63.5), which are among the top 5 soft powers in the world this year. Huh.

Report indicates the dynamics of the COVID-19 pandemic “The ranking had a great impact”For example, the United States has now returned to the top of the composite index for 2022, thanks to ” Significant improvements in governance and response to COVID-19,

For its part, China showed great improvement, as did European countries such as Italy and Spain, with Switzerland receiving the highest score.

In contrast, Australia and New ZealandE “Watch decline as COVID isolation policies negatively impact international perceptions”The report says.

This year’s index included 15 new countries, mostly small in terms of population, and none ranked in the top 50. Maldives, among new additions, is “impressive” in the first place in its category (52nd).

The report further recalls that The small size of the nation is not a deterrent to occupying a strong position in the ranking of soft power.“As demonstrated by Switzerland, UAE and other countries that have created a positive overall brand perception and worked hard to build their national brand images primarily through soft power.

According to the UK report, this pandemic has had a significant impact on the rankings. “The composition of the Global Soft Power Index 2022 was influenced by how countries handled their recovery from the Covid-19 pandemic, as much as last year’s study was influenced by the spread of the virus and its social, political and economic consequences”The report says.

Brand Finance’s Global Soft Power Index is an annual research study based entirely on the National Brand Perceptions Survey, which collects the opinions of over 100,000 respondents worldwide on 120 national brands.

Soft power is defined as the ability of a nation to influence the preferences and behaviors of various actors on the international scene (states, companies, communities, public, etc.) through attraction or persuasion rather than coercion.

Full rankings, methodologies, charts, commentary, expert contributions and feature articles with interviews on Australia, Brazil, Canada, Chile, China, Germany, Finland, France, India, Indonesia, Ireland, Italy, Finland, New Zealand, Africa, Sweden and . The United States Global Soft Power Index 2022 report is available.

A recent study by Brand Finance on perceptions of the Russian-Ukrainian conflict was conducted on a representative sample of over 5,000 respondents in 10 countries using the methodology of the Global Soft Power Index 2022.

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