Soft Power Drives City Reputation and Success in Asia Pacific

Now more than ever, soft power has become the key to building a global reputation. It ensures a country can establish itself as a `brand´ and stand out from its neighbor, attracting more investments, business, tourism and boosting overall economic development. Results of a new study conducted by Weber Shandwick, which examines eight Asian cities across 16 soft power attributes, reveals how the different combination of these attributes contribute to a differentiated positioning of a city’s brand reputation and perceived influence. This is how it works.