BUILDING A NATIONAL BRAND: WHAT LIES BEHIND STATES' SOFT POWER

Hard power vs. soft power 

Soft power is a relatively new concept introduced by Joseph Nye – an American political scientist and former official in President Bill Clinton’s administration. In 1991, Nye brought into the field of international relations two key definitions: hard power and soft power. While hard power refers to a state’s ability to achieve its objectives through coercion military or economic—soft power is about building influence through diplomacy, culture, and values. 

Today, the most common tools of soft power are broadly understood elements of popular culture, including film, music, television, and the internet. Soft power may also encompass language, a specific lifestyle, the level of education, or even national cuisine. 

Hellenization and Romanization: soft power in the past 

Although the concept of soft power entered academic discourse only in the early 1990s, states had been pursuing similar strategies much earlier. Examples of “soft” influence can be traced back to antiquity. One such example is Hellenization—the voluntary adoption of the lifestyle of ancient Greece by other peoples and nations. Its effects included the spread of the Greek language, religion, and architecture across what is now Turkey, Egypt, and parts of the Middle East. 

Hellenization followed the use of hard power, beginning with the conquests of Alexander the Great. Greek soft power remained visible even after this era ended—ancient Roman religion, for example, was largely based on Greek beliefs. The Roman Empire itself provides another enduring example of state-driven soft power, whose effects are still visible today. Latin served as the official language throughout the Empire, which at its height stretched from the British Isles to the Middle East. Although Latin is now considered a dead language, it laid the foundations for several of today’s most widely spoken languages, including Spanish, French, and Italian. 

Latin also functioned as the informal administrative language of the Middle Ages. After the fall of the Roman Empire, it was adopted by the Church as its official language. Medieval clergy, fluent in Latin, often formed the intellectual elite of the time. Their linguistic competence enabled them to play a significant role in political affairs, contributing to the Church’s particularly strong position during the Middle Ages. 

(Not so) obvious examples of contemporary soft power 

Today, soft power tools are employed by both global hegemons and smaller players in international politics. The annual Global Soft Power Index, compiled by Brand Finance, illustrates the global distribution of state influence. The United States consistently ranks at the top, having held the leading position for five consecutive years, with the exception of 2021, when Germany briefly took first place. 

This leadership is no coincidence. The United States gave rise to the phenomenon of Americanization – a process involving the global transfer of U.S. culture, lifestyle, and social norms. Its symbolic beginning is often associated with the U.S. victory in World War II. The division of the world into Western and Eastern blocs, combined with the implementation of the Marshall Plan, allowed the United States to exert significant cultural influence over Western Europe and parts of Asia. A second wave of Americanization followed the collapse of the Soviet Union in the early 1990s, when countries of the former Eastern Bloc opened up to the Western—largely American—model of life. 

Contemporary manifestations of Americanization include the global dominance of the English language, the popularity of American popular culture (film and music), social media platforms, and the widespread presence of fast-food restaurant chains. 

How do smaller states perform in the soft power arena? Sweden offers an interesting example. Ranked 11th in the current index, this country of fewer than 11 million people demonstrates considerable soft power influence. Globally recognized brands such as ABBA, Volvo, and the Swedish welfare-state model contribute to this perception. According to a frequently cited anecdote, Sweden also boasts one of the largest networks of institutions promoting its lifestyle abroad—currently comprising 496 non-state entities across 63 countries. These are, of course, IKEA stores, which have long transcended their role as furniture retailers. Today, they function as spaces promoting Swedish cuisine, language (through distinctive product names), and a calm, minimalist way of life. 

Immediately behind Sweden, ranked 12th, is South Korea—one of the so-called Asian Tigers. This term refers to East Asian economies that experienced rapid economic growth beginning in the 1960s. Their success largely stemmed from a transition from agriculture-based economies to models focused on developing and exporting advanced technologies. South Korea followed this path by creating global technology conglomerates (chaebols) such as Hyundai, LG, and Samsung. 

In recent years, however, South Korea has diversified its soft power tools by expanding into popular culture. K-pop – a music genre originating in South Korea that combines dance, electronic music, hip-hop, and rock – has achieved global success among audiences in Asia, Europe, and the Americas. Its popularity is reflected in massive YouTube view counts and international concert tours by artists once known only on the domestic market. Today, K-pop has also become an increasingly important driver of tourism to South Korea. 

Can TV series build a national brand? 

Television series have also emerged as an effective soft power tool—and not only American productions from major streaming platforms or Latin American soap operas popular in Poland in the late 1990s and early 2000s. According to the Centre for Eastern Studies (OSW), Turkey is currently the world’s second largest exporter of television series, after the United States. 

The phenomenon began with Magnificent Century, a historical drama depicting the life of 16th – century Sultan Suleiman the Magnificent. The series helped popularize Turkey’s narrative of historical strength and imperial legacy. In addition to historical productions, Turkey now exports a large number of contemporary dramas. Their core theme is the portrayal of modern Turkish society as a blend of tradition, multigenerational values, modernity, and opportunities for social mobility. 

Turkish series enjoy immense popularity not only in former territories of the Ottoman Empire, but also in post-Soviet states and across Central and Eastern Europe. In recent years, they have also gained a growing audience on Polish television. 

Why does soft power prevail today? 

The global trend toward soft power is clearly positive. The examples above demonstrate that states increasingly rely on unconventional and non-state tools to build their national brands. Globalization and its instruments—such as widespread internet access, social media, the growth of e-commerce, and the rising popularity of tourism—strongly support the development of soft power. 

This carries important implications for the PR and public affairs sectors. Effective brand-building-not only at the state level—should be based on authenticity, a long-term perspective, and the creation of emotional connections with audiences. 

Sources 

• Miłoszewska, D., European Soft Power in the Context of Joseph Nye’s Reflections, Poznań, 2009. 

• Global Soft Power Index 2025, Brand Finance. 

• Americanization, Great Dictionary of the Polish Language (WSJP). 

• IKEA, How We Work – Corporate Information. 

• Polskie Radio 24, The Phenomenon of K-pop: How South Korea Conquered the World of Music. 

• Centre for Eastern Studies (OSW), podcast: Turkish TV Series as Turkey’s Soft Power, Spotify.