Rabat – Morocco ranked first in the Maghreb region in the Global Soft Power Index 2022, ranking seventh in the Middle East and North Africa region.
The British brand consultancy firm “Brand Finance” specializes in brand evaluation, and issued its yearly Global Soft Power Index report for 2022.
With a score of 34.9 out of 100, Morocco ranked 46th globally out of 120 countries, improving its ranking by two positions.
Morocco ranked seventh in the MENA region among the 15 listed countries, coming after the United Arab Emirates (15th globally), Israel (23rd), Saudi Arabia (24th), Egypt (31st), and Kuwait (36th).
Algeria (75th globally) and Tunisia (76th) consecutively tail Morocco in the Maghreb region. The ranking did not include Mauritania and Libya.
Egypt ranked first in Africa (31st globally), followed by South Africa (34th).
With a score of 70.7, the United States leads the global soft power ranking, followed by the United Kingdom (score of 64.9), Germany (score of 64.6), China (score of 64.6), and Japan (score of 63.5).
According to the report, the COVID-19 pandemic had a considerable impact on the rankings.
After ranking sixth last year, the United States returns to the lead of the 2022 index thanks to “the tremendous change in its COVID-19 Response score,” stated the report.
Implementing a zero-Covid policy and a mass testing and vaccination program moved China’s global ranking up from 8th to 4th, increasing its Soft Power Index by +9.9 to 64.2.
Countries were ranked based on seven “soft power pillars” which take into account business and trade, governance, international relations, culture and heritage, media and communication, education and science, people and values, as well as the countries’ performance in tackling the COVID-19 pandemic.
In addition, Brand Finance bases its ranking on the nation’s presence, reputation, and influence in the world, as well as a survey that covered over 100,000 respondents.
The Global Soft Power Index 2022 has expanded to include 120 countries, welcoming 15 new nations in this year’s ranking.
