India 2nd Worst Nation in handling of Covid-19: Brand Finance Global Soft Power Index

22 Dec,2020

 

By A Correspondent

 

As the world’s 27th soft power nation and with a Global Soft Power Index Score of 41.6 out of 100, India is leading the charge amongst its South Asian neighbours in the soft power stakes, but clearly underperforms relative to other leading nations, given the size of its population, economy, and its rich heritage.

 

Brand Finance, the leading brand valuation firm, has released the findings of the Global Soft Power Index, which will be launched at Global Soft Power Summit on February 25, 2021.

 

India has the second-lowest rank, a notch better than that of the United States. In the specific area of nations handling the Covid-19 crisis, 30% people felt that it was handled badly, while 14% felt it was handled well.

 

Adds the report: “Nevertheless, India is to be commended for the way in which it has invested in cultural diplomacy and for the major investments in global tourism spend. Prominent marketing of its “Incredible India” slogan has attracted a growing number of foreign visitors to India, raising awareness of the country’s diverse historical, cultural and numerous UNESCO world heritage sites which promote it as an appealing destination for travellers. This rings true with the general public survey findings where India scores 6.8 for Familiarity. The work of The Indian Council for Cultural Relations (ICCR) is a perfect example of India’s soft power priorities, as the government entity ramps up its presence to foster and strengthen mutual understanding between India and other nations. A fine example is The Nehru Centre in London, which acts as the cultural wing of The High Commission of India in UK. Established in 1992, it is regarded by ICCR as its flagship cultural centre abroad and has emerged as a premier institution engaged in India’s cultural interface with the UK. Following the controversial revocation of autonomy for Kashmiris by the Hindu nationalist Bharatiya Janata Party (BJP)-led government, India must build upon its soft power strengths instead of turning to more hard power initiatives. Yoga and Bollywood are two of India’s finest soft power tools. Bringing in tourism and talent, both can be seen as working their magic in order to boost India’s global image and project is as a peaceful rising power on the world stage.”

 

As part of the Global Soft Power Index. Brand Finance asked 75,000 respondents from the general public and 750 from specialist audiences about the handling of COVID-19 by 105 nations worldwide. The respondents were asked to rate the nations’ efforts in terms of stimulating the economy, protecting the health and wellbeing of citizens, as well as cooperating on the international stage and providing aid.

 

 

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