LONDON
Israel has experienced its steepest drop in global soft power rankings, falling to an all-time low of 33rd place in the 2025 Global Soft Power Index, according to the latest annual report by Brand Finance Thursday.
The decline marks a substantial setback for the nation, driven by a 42-place plunge in its Reputation score, now standing at 121st globally — one of the most significant drops recorded in the Index’s history.
The Global Soft Power Index, compiled through a survey of 170,000 respondents across more than 100 countries, evaluates 193 UN member states on their international influence, reputation, and ability to attract global goodwill.
Soft power refers to the ability of states to influence others through attraction and persuasion rather than coercion or force. It is based on cultural appeal, political values, and diplomatic relationships.
The findings of the index point to a major deterioration in the reputation of nations engaged in military conflicts, with Israel affected the most.
Israel's military activities have significantly eroded international perceptions of the country, with its standing in the report's reputation metric plummeting to the 121st — a striking decline that reflects global sentiment turning increasingly against Tel Aviv.
A Gaza ceasefire and prisoner exchange agreement has been in place since last month, suspending Israel’s genocidal war, which has killed nearly 48,300 Palestinians and left the enclave in ruins.
In November, the International Criminal Court issued arrest warrants for Israeli Prime Minister Netanyahu and his former Defense Minister Yoav Gallant for war crimes and crimes against humanity in Gaza.
Israel also faces a genocide case at the International Court of Justice for its war on the enclave.
The geopolitical impact of conflicts is also evident elsewhere in the rankings.
Ukraine, another war-embroiled nation, saw its soft power position drop two spots to 46th, struggling to sustain global attention and support.
Meanwhile, Russia remains at 16th, buoyed by backing from Eastern allies, despite widespread Western condemnation.
Notably, Ukraine’s reputation score also plummetted, down 19 positions to 95th, signifcantly below Russia’s 75th.
Global trends: Rising and falling soft power players
The 2025 index highlights a widening gap in soft-power influence, with leading nations consolidating their positions, while weaker ones lag behind.
The US retains its top ranking, achieving a record soft power score of 79.5 out of 100, despite declining perceptions of political stability and governance.
Commenting on this year's readings, Brand Finance Chairman David Haigh said: “At the end of his first term, Donald Trump’s confrontational politics weakened US Soft Power, costing it the top spot in the 2021 Index."
"Now, he returns for a second term as the US sees a drop in perceptions of its political stability and good governance for the third consecutive year.
"As he dismantles traditional Soft Power mechanisms such as foreign aid and free trade, uncertainty and unpredictability loom over America’s Soft Power and global reputation, with potential implications for future rankings," he explained.
China, meanwhile, has overtaken the UK for the first time, securing the second position with 72.8 points. This reflects Beijing’s strategic investments in global influence through initiatives like the Belt and Road project and efforts to improve sustainability and international engagement, says the report.
At the other end of the spectrum, El Salvador emerged as the fastest riser, surging 35 spots to 82nd, largely attributed to President Nayib Bukele’s aggressive domestic policies and international branding efforts.
The Middle East, however, has seen a soft power slowdown, with Saudi Arabia (20th) and Qatar (22nd) losing ground, while the United Arab Emirates (UAE) remains a rare exception, holding on at 10th place globally.
