Brand

Deriving from the above, a brand is also the term for a registered trade name. Brand names such as Coca-Cola and Walmart are considered to be of very high monetary value. A modern company's 'brand' might include the company's name, logos, slogans, famous people who endorse the company, and more nebulous public perceptions that the company wishes to cultivate as part of its 'brand identity'.

## Contents

* 1 Soft power (Power of a country's brand)
* 1.1 Brand Finance's 2022 ranking of the countries with the most soft power
* 2 See also
* 3 References

## Soft power (Power of a country's brand)[edit]

See also: Soft power

Soft power is a nation's capacity to cause others to do things through persuasive/non-coercive means. The American political scientist Joseph Nye introduced the concept of "soft power" in the late 1980s.

Brand Finance, the world's leading brand valuation consultancy, annually list the countries with the strongest soft power.

### Brand Finance's 2022 ranking of the countries with the most soft power[edit]

Brand Finance's 2022 ranking of the 10 countries with the most soft power[1]:

1. United States
2. United Kingdom
3. Germany
4. China
5. Japan
6. France
7. Canada
8. Switzerland
9. Russia
10. Italy

## See also[edit]

* Advertising

## References[edit]

1. ↑ Global Soft Power Index 2022: USA bounces back better to top of nation brand ranking, Brand Finance website, 2022