Brand Finance, the British consulting firm specializing in brand valuation, has released its updated annual report ranking the most influential nations in terms of “soft power,” measuring their ability to shape international perceptions through non-coercive means such as diplomacy, culture, and values.
The report evaluates the soft power capabilities of all 193 United Nations member states, analyzing their global influence through factors like reputation, cultural appeal, and international engagement.
In the 2025 edition, Tunisia ranks 79th globally and 6th in Africa, with a soft power score of 36.3 out of 100. This score reflects a country’s level of international influence, with 100 representing the highest possible impact.
Compared to its 2024 ranking of 77th, Tunisia has experienced a slight decline in its global soft power standing.
Tunisia received the following scores across key categories: Reputation (5.7/10), Familiarity (4.6/10), Culture and Heritage (3.7/10), and People and Values (4/10).
However, like many other African nations, Tunisia scored lower in areas such as Media and Communication (2.9/10), Education and Science (2.7/10), and Governance (2.7/10).
On the African continent, Tunisia trails behind Egypt, which retains its position as the continent’s most influential soft power nation with a score of 45.4, ranking 38th globally.
Egypt is followed by South Africa, which saw a slight improvement of 1.2 points, achieving a score of 44.9 and securing the 41st global rank. Morocco ranks third in Africa with 40.6 points (50th globally), followed by Nigeria (36.4 points, 77th globally) and Algeria (36.4 points, 78th globally), rounding out the top five.
The African top 10 is completed by Ghana (90th with 34.8), Kenya (92nd with 34.4), Côte d’Ivoire (94th with 34.1), and Tanzania (95th with 34).
Global leaders in soft power
Globally, the United States leads the ranking with a score of 79.5, followed by China (72.8) and the United Kingdom (72.4). Japan (71.4) and Germany (70.1) complete the top five.
On the other end of the spectrum, the least influential nations in terms of soft power are Palau (189th), Micronesia (190th), Tuvalu (191st), Vanuatu (192nd), and Kiribati (193rd). These lesser-known states struggle to attract international attention.
Methodology
To compile its rankings, Brand Finance conducts field surveys and expert interviews, drawing on a sample of over 170,000 respondents from 101 markets worldwide. The surveys evaluate three key factors—familiarity, influence, and reputation—across eight criteria: business and trade, international relations, science and education, culture and traditions, media and communication, people and values, governance, and sustainable future.
The Growing Importance of Soft Power
The report highlights that historically powerful states and societies have come to recognize that intangible elements such as international norms, culture, legal frameworks, legitimacy, and the critical role of “narrative” are no longer mere existential facets of global politics. Instead, they have become arenas of intense international competition.
As such, it is crucial to acknowledge that soft power is a significant component of fundamental power in the contemporary world and to strive for a deeper understanding of its dynamics. Given the diverse forms soft power can take, the question of whether it can be politically mobilized to a nation’s advantage remains open.
However, it is a subject worthy of further exploration, particularly in determining which manifestations of soft power should be encouraged or deprioritized.
