The index, compiled annually by Brand Finance, places South Africa 43rd out of 193 countries, down from 36th in 2020, amid intensifying competition from emerging global brands and persistent concerns over governance and economic stability.
The index measures a country’s ability to influence global perceptions through reputation, culture, policy, international relations and economic attractiveness. Jeremy Sampson, Chairman of Brand Finance Africa, told Channel Africa on Tuesday that soft power is becoming more significant at a time when geopolitical tensions and conflict have reshaped global dynamics.
“Soft power is essentially persuasion rather than force; it’s a country saying, ‘Come and look at us, we’re a great place to visit or invest,’” he said. The index evaluates eight pillars, ranging from business and trade to governance, culture, education, media, international relations and sustainability.
Sampson noted that SA’s most significant declines were in governance and perceptions of ease of doing business. Red tape, regulatory uncertainty and policy concerns, particularly around Black Economic Empowerment (BEE), have contributed to weakening investor confidence. “Some global companies are withdrawing. Talking is not action, and that’s what business needs,” he said.
Other African countries recorded modest improvements. Nigeria climbed six places to 71st, rebounding after economic turbulence and a major currency devaluation. Kenya rose to 88th, and Tanzania to 94th. Rwanda, however, fell more than 20 places, a drop Sampson largely attributed to heightened international scrutiny of its conflict with the Democratic Republic of Congo.
Sampson argued that improving Africa’s soft power requires governments to prioritise business competence and foster stronger partnerships with the private sector. He pointed to early post‑apartheid SA as an example of effective collaboration.
“Decision‑makers need real business experience. Bringing public and private expertise together can make a major difference,” he said.
–ChannelAfrica–
