Measuring Soft Power
Mapping Global Influence
Shaping Nation Brands
A new research initiative analyzing how countries build influence, shape global perceptions, and compete for talent, investment, tourism, and soft power.
Research Briefs on Soft Power, Nation Brands, and Global Influence
What Moves Talent? Why nations compete for talent and how structural access and national brand together shape where skilled people move and stay.
77 matches. Over one million ticket requests each. 39 nations barred from entry. The soft power paradox of a host nation generating record attraction while restricting who can actually cross the border.
China isn't just building better models — it's exporting the infrastructure layer of global AI through open-source licenses. When developers in Lagos or Berlin build on Qwen or DeepSeek, they're building on Chinese world-models. That's influence without presence.
About Nation Brand Research
We help nations, governments, and global organizations understand, measure, and elevate their brand in the world. Using the Nation Brand Radar, we provide a strategic, data-driven view of how countries are perceived and how they perform across key dimensions of soft power, credibility, culture, and global influence.
Nation Brand Measurement & Diagnostics
We benchmark countries across twelve perceptual and performance dimensions, producing a clear brand “footprint” that reveals strengths, gaps, and strategic opportunities.
Nation Brand Measurement & Diagnostics
We benchmark countries across twelve perceptual and performance dimensions, producing a clear brand “footprint” that reveals strengths, gaps, and strategic opportunities.
Comparative Analysis & Global Positioning
We compare a country’s brand performance with peers and competitors, highlighting where it stands in the global landscape and how it can reposition to attract investment, talent, and partnerships.
Strategy Development for Governments & Agencies
We work with ministries, tourism boards, investment offices, and public institutions to craft national brand strategies rooted in data, narrative clarity, and long-term positioning.
Advisory for Multinationals & C-Suites
We help global companies understand the impact of nation brands on market entry, risk assessments, talent mobility, and corporate reputation.
Research, Insights & Executive Education
We deliver briefings, custom reports, and training programs that help leaders understand the evolving dynamics of soft power, geopolitics, and brand strategy.
The Nation
Brand Radar.
Our proprietary framework measures a country's brand maturity through two complementary analytical lenses: Perceptual dimensions based on survey-driven sentiment and Performance dimensions based on behavioral and outcome indicators.
- Multi-dimensional analysis
- Real-time data integration
- Competitive benchmarking
- Strategic recommendations