Top 10 countries on Global Soft Power Index 2026: US leads the chart as China narrows the gap; where does India rank?

The UK ranked fourth with a score of 69.2 — its lowest position since the index’s inception — marking one of the most significant declines, after the United States.

Western countries such as France, Canada, Sweden, and Australia are exhibiting similar declining trends.

Switzerland, which moved up one position to rank seventh, stands out as a notable exception, although it has experienced a decline at a considerably slower pace.

Switzerland became the most resilient country overall, driven by a strong reputation, high levels of trust, effective governance, and economic stability — ranking 1st across these categories.

The UAE rounds out the top 10 with a score of 59.4 — a modest decline of 1.0 points, compared to an average drop of 2.5 points among major Western countries on the list.

Global Soft Power Index: Top 10 Countries in 2026

Source: Brand Finance: Global Soft Power Index 2026

Note: The report defines soft power as “a nation’s ability to shape preferences and behaviours in the international arena through attraction and persuasion rather than coercion.”

Where does India rank 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 last year.

India’s ranking across different indicators on the Global Soft Power Index 2026 (Image: Brand Finance)

While familiarity (13th), influence (17th), and culture and heritage (19th) remain strengths, weaker scores in reputation (73rd) and governance (100th), along with a steep decline in net positive impact (123rd), weigh down India’s overall nation brand perception, according to the report.

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