Global Soft Power Index 2026 released on 27 January 2026

Key facts

• Brand Finance released the Global Soft Power Index 2026, which ranks 193 United Nations (UN) member states across 55 metrics.
• The United States (US) retained the top position with a score of 74.9 out of 100, despite recording the sharpest decline of 4.6 points compared to the previous year.
• China secured the second rank with a score of 73.5 and was the only country in the index to record an increase in its soft power score.
• India ranked 32nd globally with a score of 48.0, slipping two positions and declining by 1.8 points from the previous year.
• India achieved high rankings in specific indicators including familiarity (13th), influence (17th), and culture and heritage (19th).
• India recorded weaker scores in reputation (73rd), governance (100th), and net positive impact (123rd).
• The top 10 countries in the 2026 index are the US, China, Japan, United Kingdom (UK), Germany, France, Switzerland, Canada, Italy, and the United Arab Emirates (UAE).
• The UK fell to the fourth position with a score of 69.2, marking its lowest rank since the inception of the index.
• Switzerland was identified as the most resilient country, ranking 1st in reputation, trust, effective governance, and economic stability.
• Soft power is defined in the report as a nation’s ability to shape preferences and behaviours through attraction and persuasion rather than coercion.