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Ukraine has dropped to 46th place in the 2025 Global Soft Power Index
Ukraine has lost two positions in the Global Soft Power Index 2025 and now ranks 46th, with its overall score decreasing by one point. This decline is attributed to a decrease in international attention and support, which Ukraine had received in previous years.At the same time, Russia maintains its 16th position in the ranking, enjoying significant backing from its eastern allies despite harsh criticism from the West.
Beyond the main ranking, Ukraine's "Reputation" score has seen a significant drop, falling 19 positions to 95th place among 193 countries, while Russia ranks 75th. According to the index’s authors, Brand Finance, this reflects global polarization in attitudes toward the ongoing war between the two countries and underscores the need for stronger communication efforts to shape a coherent and realistic perception of Ukraine. Additionally, Ukraine’s ranking in "Governance" has dropped 17 positions to 77th place, while its "Familiarity" score fell four points, placing it 20th.
However, Central and Eastern Europe, as well as the Caribbean nations, including Ukraine, demonstrate stronger performance in sustainable development than is globally perceived. Among the top countries making progress toward achieving the United Nations Sustainable Development Goals (SDGs) are Finland, Cuba, Ukraine, Croatia, Latvia, Slovenia, and Jamaica. This suggests that effective communication of Ukraine’s achievements in sustainable development could create additional opportunities to strengthen the country’s soft power.
Moreover, Ukraine’s brand value has increased by 2.4%, reaching $101.459 billion.
The emotional halo that significantly contributed to shaping Ukraine’s positive global reputation at the onset of Russia’s full-scale invasion is beginning to fade. Ukraine’s 19-position drop in the Global Soft Power Index confirms this trend.The key task for all stakeholders involved in Ukraine’s strategic communications is to deepen global understanding of the real Ukraine, rather than relying solely on emotional narratives. It is crucial to increase awareness of what Ukraine has to offer the world across various sectors — from defence tech to sports, culture, education, and progress in sustainable development. We must establish a clear vision of the brand Ukraine we seek to build and develop a comprehensive national brand strategy to achieve this goal.
It is worth noting that after suspending surveys in Russia in 2023 and 2024, the organisers of the Global Soft Power Index have once again included Russian audience opinions in the 2025 study. As a result, the rankings of countries most familiar to Russians have shifted, primarily benefiting neighbouring states. Belarus rose by seven positions to 80th place, Azerbaijan moved up by three to 81st, and Armenia climbed by thirteen positions to 93rd, gaining from their political and historical ties with Russia.In contrast, the Baltic states, Georgia, which dropped by five positions to 59th place, and Moldova, down by eight to 126th, have seen declines. Their closer cooperation with the West and resistance to Russian influence have contributed to a more negative perception within Russia itself.
On 12 March, we will present our annual report on Ukraine’s global perception in 2024 in Kyiv. The event will provide insights into key trends, challenges, and opportunities for shaping a positive image of Ukraine worldwide. We invite experts, journalists, and partners to register via the link and join the discussion.