The British consulting firm Brand Finance has recently published its “Soft Power Index” report, in which Morocco ranks among the “top” of the most influential African countries in the world.
This report is based on a series of surveys carried out on personalities from more than one hundred countries, including representatives of the business community, civil society and decision-makers. The 2022 edition has placed Morocco in the top positions that have been established after analyzing the data collected; a position that demonstrates the Kingdom's leadership among African countries and that places it far ahead of Algeria or Tunisia.
“Brand Finance” defines soft power as “the ability of a nation to influence the preferences and behaviors of various actors on the international scene through attraction or persuasion and not just through coercion”. A meaning that after these results largely explains the privileged situation that Morocco is going through.
The total score obtained by the Kingdom was 34.9 points, thus improving its record from the previous year and climbing two positions in this ranking. This evolution is fundamentally due to a significant improvement in its "international relations" index, which has registered a rise of 13 places.
But this was not the only determining factor. According to Brand Finance's analysis, its good business climate and improvements in the "media and communication" and "science and education" categories were also key to its bottom line. Another element of weight was the response that the Kingdom had to the ravages caused by the COVID-19 pandemic.
Within this ranking, the United States stands out, who managed to reach the number one position with a score of 70.7 ahead of the United Kingdom (64.9) and Germany (64.6). For their part, China (64.2) and Japan (63.5) completed the top 5 worldwide.