SINGAPORE: Joseph Nye, an American political scientist, introduced the idea of “soft power” in his book in 1990. Soft power is a term used to describe a nation’s ability to influence and attract other countries through its culture, values, and policies, rather than through military might or economic coercion.
What is Soft Power?
It refers to the power of attraction and persuasion a country holds, which makes it easier for them to achieve their goals without the use of force. Soft power can be derived from a variety of sources, such as a nation’s political system, economic strength, social policies, and cultural appeal.
Soft power is when a country can influence others without using force. It is how people see a country. Hard power is when a country uses force. Every country wants hard power, but soft power is also good. We need to use simple words and short sentences to make it easy to understand.
Significance of Singapore
Being a small nation, Singapore places great emphasis on soft power and branding. It understands the significance of capturing global attention to draw in tourists, investments, and skilled individuals, as well as to assert its influence on the global stage.
However, in terms of national Brand strength, Singapore still punches well above its proverbial weight, moving up to 10th place in the ranking.
According to the brand finance report, Singapore serves as the business hub of Southeast Asia and is renowned for its world-class education, healthcare, transport, and low crime levels. These factors paired with the nation‘s unwavering political stability and commitment to its economic strategy, firmly position Singapore among the world’s strongest ‘national brands”
In the latest 2024 release of the prestigious Brand Finance Global Soft Power index, Singapore gracefully descended to the 22nd position among 193 esteemed nations, despite witnessing a remarkable surge in its absolute score from 3.4 to an impressive 54.4. This notable shift serves as a gentle reminder that the world is ever-evolving, and other nations are continuously progressing. To maintain its distinguished status and prevent falling behind, Singapore must ardently endeavor to innovate and excel in novel avenues that harmonies with its current areas of excellence. comics, strategy family position Singapore among the world’s strongest nation Brands”.
