Vietnam is the sole member of ASEAN to jump 2.5 points to rank 47th in the overall index of the Brand Finance Global Soft Power Index Report for 2021.
The reports indicates that the country can be viewed as a bright spot in the bloc thanks to a range of remarkable improvements in the national brand name and plenty of socio-economic achievements recorded over the past year
According to Brand Finance, Vietnam has made use of all aspects of soft power, especially the further integration of Vietnamese national brands and leading brands.
Furthermore, the country’s national prestige over the past year has been enhanced due to the Government's rapid response and policies, especially in terms of supporting businesses and promoting local brands both at home and abroad.
Brand Finance therefore outlines that Vietnam represents a nation that objectively managed the impact of the novel coronavirus (COVID-19) extremely competently. It was spared a year full of lockdowns and overwhelmed hospitals, whilst recording one of the lowest COVID-19 infection and death rates in the world.
The Global Soft Power Index Report 2021 was initially unveiled by Brand Finance at the Global Soft Power Summit 2021 which was held virtually on February 25 in the presence of former Secretary of State and former US Senator Hillary Clinton, along with other famous global speakers.
The Global Soft Power Index is the result of a ground-breaking fieldwork research which is the most inclusive of its kind and involves over 75,000 respondents in 100 different countries. It also allows the public to see exactly how the world views the top soft power nations, whilst also enabling a more granular snapshot of nation-to-nation attitudes thanks to the scale of the sample.
These findings tend to prove vital for various governments seeking to better manage their national brands and improve their soft power in specific countries and on specific metrics.VOV