Russia has lost Soft Power war with Ukraine

Konrad Jagodzinski

This article shares findings from the 2023 Brand Finance Global Soft Power Index, a market research study into the perceptions of 121 nation brands from around the world, and highlights the impact on rankings as a result of the Ukraine War.

This article is part of a Spotlight series on the impact of the war in Ukraine. Read more

2022 was marked by a number of events that have tested the Soft Power of all nations. The Russian invasion of Ukraine, protests in Iran, and the passing of Queen Elizabeth II were among the most prominent. As the economy began recovering from the COVID-19 pandemic, it was hit by inflation, with governments trying to manage the energy crisis as best as they could to protect consumers and businesses. This was the background music playing as Brand Finance...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands