Good morning! This week, we talk about what’s going on with Brazilian soft power. Brazil’s return to the group of the world’s top 10 economies. And the state of the mayoral race in São Paulo.
☕ If you like our work and want to give us an extra boost, you can fill up our reporters’ coffee mugs. Supporters get exclusive perks! Find out more.
Brazil’s stagnating soft power
The recently released Global Soft Power Index 2024 by the consulting firm Brand Finance shows that Brazil’s global influence continues to stagnate. Brazil ranked 31st out of 193 nations, the same as the year before.
- However, Brazil is the highest ranked country in Latin America (Argentina and Mexico are ranked 38th and 41st, respectively). Brazil leads the region in most categories, including recommendations for where to work, where to invest, and where to buy products and services.
Convert, not coerce. The concept of soft power was created by political scientist Joseph Nye, a former U.S. assistant secretary of defense for international security affairs. It describes the ability of countries to exert influence through means other than money and military strength.
👉 Why it matters. A strong national brand and positive soft power...