To assess future strategic development goals, Latvia has commissioned two important international studies, the Anholt Nation Brands Index (NBI) and the Global Soft Power Index (GSPI), which provide a structured overview of how Latvia is perceived worldwide
Both indices enable a systematic assessment of the country’s reputation, attractiveness and influence across various markets, as well as serving as a basis for making strategic decisions to strengthen the country’s image, economic development and international cooperation.
Analysis of a country’s reputation is particularly important at a time when countries are competing for investments, exports, tourists and talent, given that the perception of countries often determines who is given priority. Therefore, the results of the studies will help not only to record the current situation but also to understand and assess what the strong points of Latvia’s image are and where more targeted communication and consistent work to improve reputation are needed.
Anholt Nation Brands Index – a country reputation measurement implemented since 2005 – which uses the Nation Brand Hexagon model and analyses the country’s image in six areas: governance, exports, tourism, investment, culture and people. It provides structured and data-driven results. A multi-faceted approach allows for the improvement of the methodology using feedback from stakeholders. The experiential dimension provides an opportunity to link people’s real experiences with how the perception of the country is changing and to identify clear, measurable future goals.
The Global Soft Power Index is an indicator created by Brand Finance that measures the international attractiveness of a country, covering all 193 UN member states. It is based on extensive international research on recognition, reputation, influence and the attributes that shape them. The GSPI provides a current, comparable overview of a country’s position in global perception and its main drivers. Thanks to its independence and international visibility, the results are used not only in academic analysis but also in strategic planning, helping to define priorities and harmonise communication in the areas of export and tourism.
While important, the NBI and GSPI do not in themselves improve a country’s reputation; rather, they are tools that help to manage it. For example, the Welsh Government uses the NBI as a tool to support its international strategy, while Estonia regularly publishes the results of the GSPI and NBI and links them to specific reputation drivers. For Latvia, the NBI and GSPI will also become the basis for setting priorities, funding decisions and harmonised communication.
Published: 26.03.2026
