Brand Finance’s latest Global Soft Power Index reveals a shifting landscape of influence across Africa, with only three nations, including Morocco, securing positions in the world’s top 50 most influential countries. The comprehensive study, analyzing 193 nations through the lens of soft power metrics, offers insight into the continent’s growing global presence.
Egypt maintains its position as Africa’s most influential nation, ranking 38th globally with a score of 45.4 out of 100. The country’s strength lies in its cultural heritage and international familiarity, though it faces challenges in governance and educational sectors. South Africa follows closely, climbing two positions to 41st place globally, with a score of 44.9, benefiting from strong reputation metrics and growing international influence.
Morocco rounds out Africa’s top three, securing the 50th position globally with 40.6 points. The kingdom excels in reputation and cultural heritage.
Notable improvements include significant gains in “science and education,” which rose by 11 spots, and “people and values,” which climbed 6 places, reflecting Morocco’s growing reputation for generosity, tolerance, and inclusivity. Additionally, Morocco’s performance benefitted from advancements in “governance.”
Yet, like its continental counterparts, there is room for improvement in media communications and scientific advancement.
Notable movements in the rankings in Africa include Côte d’Ivoire’s impressive 14-position gain and Sudan’s 18-position decline, reflecting the impact of regional stability on international influence.
This comprehensive assessment highlights both the progress and persistent challenges facing African nations in building global soft power, with governance and educational development emerging as key areas for future growth.
The study’s methodology encompasses extensive surveying of over 170,000 individuals across 101 markets, evaluating nations on criteria including business relations, international diplomacy, and cultural impact.
This comprehensive assessment highlights both the progress and persistent challenges facing African nations in building global soft power, with governance and educational development emerging as key areas for future growth.
The US, China, and the UK top the 2025 rankings, with Japan and Germany rounding out the top five.