In the ever-evolving landscape of international influence, Saudi Arabia has made significant strides in enhancing its soft power capabilities. According to the 2023 report by "Brand Finance," an organization dedicated to assessing the strengths of government and commercial brands, the Kingdom has risen five positions to claim the 19th spot out of 121 nations. This remarkable achievement underscores the Kingdom's growing global significance in terms of soft power.
Understanding Soft Power:
Soft power, as elucidated by Ahmed Al-Fadil, a specialist in strategic communication and marketing, is a nation's ability to exert influence through non-coercive means. It encompasses various aspects, such as cultural diplomacy, foreign policy, and global perception. In the case of Saudi Arabia, this ascent to the top 20 is a testament to its concerted efforts in these domains.
Key Indicators of Soft Power:
"Brand Finance" employs ten crucial indicators to gauge a nation's soft power. These indicators, as mentioned by Fadel during an interview on the "Al-Ekhbariya" channel, provide a comprehensive overview of a country's standing in the global arena. It is noteworthy that the organization's reports were last updated in 2020, making Saudi Arabia's recent rise even more impressive.
Rapid Progression:
One of the most remarkable aspects of Saudi Arabia's soft power journey is the speed at which it has progressed. According to Ahmed Al-Fadil, the Kingdom entered the top 20 positions in just three short years. He also confidently predicts that at this rate, Saudi Arabia will soon be counted among the top 10 soft power nations globally within a mere two years. Such rapid advancement is indicative of the Kingdom's strategic vision and commitment to enhancing its international influence.
Diplomatic Excellence:
A significant contributor to Saudi Arabia's soft power is its exemplary diplomatic efforts on the global stage. The dignified manner in which the Kingdom and its leaders handle regional and global challenges has not gone unnoticed. This diplomatic finesse has garnered respect and admiration from nations around the world, further enhancing Saudi Arabia's soft power credentials.
