Morocco leads in the Maghreb region in the Global Soft Power Index 2022, and 7ᵉ in the MENA region, improving its ranking by two ranks.
With a score of 34.9 out of 100, the kingdom ranked 46th in the world out of 120 countries, according to the recent report by the British brand consultancy company “Brand Finance”.
In the MENA region, the kingdom ranked seventh among the 15 countries listed, after the United Arab Emirates (15ᵉ globally), Israel (23ᵉ), Saudi Arabia (24ᵉ), Egypt (31ᵉ) and Kuwait (36ᵉ). Algeria (75ᵉ globally) and Tunisia (76ᵉ) follow the kingdom in the Maghreb region. The ranking does not include Mauritania and Libya. Egypt ranked first in Africa (31ᵉ globally), followed by South Africa (34ᵉ).
Globally, the United States leads with a score of 70.7, followed by the United Kingdom (score of 64.9), Germany (score of 64.6), China (score of 64.6) and Japan (score of 63.5).
Although it is ranked in the top 50 for its soft power, Morocco has tumbled to the bottom of the ranking when it comes to indices related to education (97ᵉ in the ranking) and the people’s relationship to values (71ᵉ in the ranking). ranking).
As a reminder, the study analyzes the ability of a nation to influence, whether by attraction or persuasion, the behavior and preferences of different actors on the international scene, including political regimes, companies, communities. The Covid-19 pandemic had a considerable impact on the ranking.