Key Points
- Global Soft Power Index 2026 published January 20, 2026, ranks 193 UN states.
- US retains 1st place, but score dropped; China narrowed the gap.
- India ranks 32nd in 2026, slipping two positions from the previous year.
Top 10 Countries on Global Soft Power Index 2026: Ongoing economic uncertainty and geopolitical tensions have led to declining public trust and increased scrutiny of countries’ behaviour, resulting in weaker national brand perceptions and lower scores in the Brand Finance Global Soft Power Index 2026 — ranking 193 UN member states across 55 metrics — published on January 20, 2026.
Let’s explore the Top 10 Countries ranked in the Global Soft Power Index 2026, and also India’s rank.
What is Soft Power?
Soft Power is a nation's ability to influence others through attraction and trust building rather than the use of force to persuade someone to do something.
This includes the means of culture, business, or diplomacy, rather than military force or economic sanctions.
In practical terms, Soft Power is the power of perceptions which can be leveraged by nations to strengthen security as well as attract investment, trade, talent, and tourism, and in effect improve economic growth.
How is Soft Power measured to evaluate the Global Soft Power Index?
The Global Soft Power Index evaluates Soft Power through:
1. Key Performance Indicators (KPIs)
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Familiarity: how well a nation is known.
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Reputation: how positively a nation is regarded.
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Influence: how much a nation is perceived to influence other nations.
2. Eight Soft Power pillars & 35 Nation Brand attributes
Equally important are perceptions of the nation brand across key areas where Soft Power is developed and exercised.
There are 35 comprehensive lists of Nation Brand attributes, which are divided into 8 Soft Power pillars.
8 Soft Power Pillars
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Business & Trade
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International Relations
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Education & Science
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Culture & Heritage
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Governance
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Media & Communication
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Sustainable Future
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People & Values
Source: brandirectory
Here is the top 10 Countries on the Global Soft Power Index 2026 given in the table format:
| Rank | Country | Score | Change from 2025 |
| 1 | United States | 74.9 | - (Retains 1st, but score dropped significantly) |
| 2 | China | 73.5 | - (Retains 2nd, narrowed gap with US) |
| 3 | Japan | 70.6 | ↑ 1 (Overtook UK) |
| 4 | United Kingdom | 69.2 | ↓ 1 (Lowest ever ranking) |
| 5 | Germany | 67.7 | - (Unchanged) |
| 6 | France | 65.8 | - (Unchanged) |
| 7 | Switzerland | 63.2 | ↑ 1 (Most resilient nation brand) |
| 8 | Canada | 63.2 | ↓ 1 |
| 9 | Italy | 61.6 | - (Unchanged) |
| 10 | United Arab Emirates | 59.4 | - (Unchanged) |
Data Source: Brand Finance: Global Soft Power Index 2026
Where does India rank globally on the Global Soft Power Index 2026?
India ranks 32nd with a score of 48.0, slipping two positions and declining 1.8 points from the previous year.
Source: brandirectory
Conclusion
The Global Soft Power Index 2026 highlights a decline in national brand perceptions amid global uncertainty. The US retained the top spot despite a lower score, while China narrowed the gap. Japan rose to third, surpassing the UK. India, ranking 32nd with a score of 48.0, slipped two positions, indicating a continued need to strengthen its global appeal across key pillars.
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