BREXIT STRENGTHENS OUR DEFENCES AND OUR STANDING IN THE WORLD
Summary:
Since leaving the EU, the UK has improved its score on the Global Soft Power Index compiled by Brand Finance (the world’s leading brand valuation and strategy consultancy) and consolidated its position at the top of the leaderboard, second only to the US.
Explanation:
Since 2020, Brand Finance has been compiling an annual ranking of the soft power of the brand of countries around the globe. This ranking looks at multiple criteria to provide a comprehensive analysis against multiple data points, and is a well-respected view on the strength of the brand of a given country on the global stage.
In 2020 the UK was ranked 3rd globally, behind the USA in 1st and Germany in 2nd.
In 2022, following the data generated in 2021 when the UK left the EU, the UK swapped places with Germany to take 2nd place – and has been there ever since.
On the outcome of the departure from the EU, Brand Finance stated in the 2022 report that “the UK has seen an improvement in the Governance pillar, from 9th to 4th, driven by the positive change in the ‘politically stable and well-governed’ metric”.
Reference: https://brandirectory.com/softpower/