London, 15/03/2023 (MAP) – Morocco has maintained its place among the most influential African countries in the world in 2023, according to the Soft Power Index report published by British company Brand Finance.
This edition is based on two opinion polls, the first of which is public as it covers residents of more than 100 countries representing all continents and all regions of the world, while the second one focuses on decision-makers, businesses and representatives of civil society.
According to Brand Finance, the world’s leading brand valuation consultancy, soft power is defined as « the ability of a nation to influence the preferences and behaviors of various actors on the international stage through attraction or persuasion rather than coercion. »
This year, Morocco has improved its score compared to 2022 in this international ranking, which covers 120 countries, thanks in particular to a remarkable evolution of its « international relations » index, which recorded a gain of nine places, marking a new consecration for the Kingdom’s diplomacy.
Morocco’s performance was also boosted by its performance in the « Culture and Heritage » and « Science and Education » categories, which rose 16 and eight places respectively, according to the analysis of data collected by Brand Finance.
The « People and Values » category, which focuses on generosity, tolerance and inclusiveness of people, also jumped a dramatic 16 places.
The Kingdom’s response to the H1N1 pandemic, which was praised in the 2021 and 2022 editions of the ranking and included support for economic recovery, vaccinations and aid to other countries, continued its positive development in 2023.
Internationally, the United States maintained its top ranking, ahead of the United Kingdom and Germany. Japan and China rounded out the global top five.