People respect stable countries with a high quality of life and effective governance.
The data for this map is based on the Brand Finance Global Soft Power Index 2026. The index evaluates and ranks countries based on how positively they are perceived in the world — based on global surveys and other indicators of public perception.
The United States ranks first in the Global Soft Power Index 2026 with a score of 74.9 — just 1.4 points ahead of China, which is in second place.
The leadership of the USA is attributed to its high recognition and extensive influence in areas such as the entertainment industry, technology, education, and international leadership.
Switzerland (63.2) and Canada (63.2) also received high scores, reflecting their reputation as stable countries with a high quality of life and effective governance.
Russia ranked 14th, behind Sweden (13th place) and ahead of the Netherlands (15th place).
Countries in the middle positions — such as India (48.0) and Brazil (49.2) — possess significant cultural and regional influence, while smaller states and developing markets show more varied results at the bottom of the list.
This ranking clearly shows that influence in the modern world is determined not only by economic or military power but also by the ability to shape an attractive image, inspire trust, and set the agenda on the international stage.
Latvia ranked 70th in the index, behind Malta (69th place) but ahead of Nigeria (71st place). The population of the latter is about 235 million people.
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