On the 34th Day of German Unity, clear cracks are emerging in the global perception of Germany as a world-leading nation
According to the study, Germany has seen stagnation and a deterioration in perception in many areas this year, with a significant drop of 14 positions in “good relations with other countries” compared to 2023, along with declines in “willingness to help countries in need” and in the trustworthiness measure.
“If the reunification of the FRG with the GDR were a brand merger, the brand merger could probably still be considered not to be complete today”
Ulf-Brün Drechsel, Country Director DACH at Brand Finance said : “A homogeneous, internally strengthened identity does not seem to exist and is not exemplified either politically or socially. Self-image and external perceptions are drifting apart. The West and East are still polarized in the country. A diffuse image is increasingly radiating outwards as well.”
Ulf -Brün Drechsel continued- Despite these developments and critical observations, Germany achieved the top spot in the “Governance” category and, despite some declines, also remains a leader in the search for a sustainable future.
In the “Economy and Trade” pillar, Germany ranks second worldwide for its “strong and stable economy,” up from first place in 2023. In “future growth potential,” Germany has improved by 10 places and is now ranked 14th worldwide.
In terms of international relations, Germany ranks third worldwide, although it has fallen drastically by 14 places to 20th place in the attribute “good relations with other countries”.
A debut in the study are the Global Soft Power Awards – Germany’s attractiveness as a “preferred place of origin for products and services” is strengthened by its strong economy and its reputation as a manufacturer of high-quality products. Germany ranks 4th in the economy and trade pillar and, like Switzerland, receives the maximum 10/10 points for the “strong and stable economy” metric.
The latest Global Soft Power Index study further shows:
Germany ranks first in the world in governance, including third place for its “internationally admired leaders” and for its “political stability and good governance.” However, Germany ranks only 16th in security.
In the area of “Sustainable Future”, Germany ranks second worldwide, including second place for “Investments in green energy and technologies” and for “Sustainable cities and transport”.
In the area of ”people and values”, Germany ranks 17th worldwide, indicating that there is still considerable room for improvement in this pillar. In particular, Germany ranks 99th in friendliness, which represents a deterioration of 13 places since 2023, and 74th in enjoyment of life, which represents a deterioration of 8 places compared to 2023.