Doha – Morocco has maintained its 50th position worldwide in the Global Soft Power Index 2025 through brand financing, which led North Africa worldwide and ranked the third continental behind South Africa (41.) and Egypt (38th).
For the second As a result, Morocco with a score of 40.6 points in this sixth edition in front of the regional neighbors Algeria, which lowered five places to the 78th position, and Tunisia, which fell two places to 79th place. Libya and Mauritania follow on 133 or 150.
Brand financing, leading brand assessment advice, carried out The most comprehensive study on the perception of the nation brand, which interviewed over 170,000 respondents in more than 100 countries.
The study evaluates all 193 UN member states in 55 different metrics to determine their influence on Soft Power.
As defined by brand financing, Soft Power “provides the ability of a nation to influence the preferences and behaviors of different actors in the international area through attraction or persuasiveness and not through compulsion”.
“The ability of the global public to be familiar with and admire for nation brands seems to be limited. They favor prominent countries and those who can stand out on purpose, ”says Konrad Jagodzinski, Place Branding Director at Brand Finance.
The United States retained their leading position in the global ranking with 79.5 points, while China rose to second place with 72.8 points and exceeded the United Kingdom for the first time.
Among the Arab countries, the United Arab Emirates leads with 60.4 points on the 10th place on the 10th place, followed by Saudi Arabia (20th, 55.6 points), Qatar (22nd) and Egypt (38. , 45.4 points).
Morocco’s strategic depth in Africa
Moroccos Soft Power Strategy in Africa shows a comprehensive, complex approach that includes economic, religious, security and cultural dimensions.
From an economic point of view, Morocco has positioned itself as an important continental investor and created 40% of its global foreign direct investments according to Africa, with 97% concentrated in sub-Sahara nations over concrete projects and business partnerships.
The security dimension of the African strategy Morocco Manifest through strategic partnerships with Sahelians states. Cooperation agreements with Mali, Niger and Côte d’Ivoire focus on the fight against terrorism, the prevention of organized crime and the fight against transnational threats.
The Royal Military Academy in Meknes offers African military personnel specialized training with regular cohorts of officers from partnerships that have completed advanced military education programs.
Religious diplomacy has appeared As a central instrument in Morocco’s African engagement. The Mohammed VI Institute for Imam training, founded in 2014, promotes a moderate Islamic doctrine based on the Maliki principles.
This initiative was expanded with the creation of the 2015 African Ulemas Foundation, which coordinates religious science on the entire continent.
The construction of prominent mosques, such as the Mohammed VI mosques in Conakry and Abidjan’s quarter of Teichville, which cover 25,000 square meters and 40% of the Muslim population in Iders -correspond to investments of more than 40 million US dollars.
In the diplomatic area, Morocco’s appointment of 46 diplomats for key positions in international and regional organizations expanded its institutional presence in 2023. These diplomats take part in the UN peace assurance operations and contribute to specific initiatives for conflict resolution on the entire continent.
The educational and cultural dimension includes specific programs that accommodate African students at Moroccan universities and the establishment of the African Studies Institute.
In this case, Mohammed VI Polytechnic University (UM6P) focuses on applied research and innovation that are specifically based on African development.
The technological management of Morocco in Africa is expressed by Gitex Africa, which sees his third edition planned for April 14 to 16, 2025 in Marrakech.
Moroccos’s media presence is active via the Atlantic Federation of African Press Agencies and the African Journalist Training Center and offers professional training and technical resources from the entire continent.
Morocco has established the African observatory for migration in Rabat and implemented specific guidelines that have regulated the status of immigrants without papers.
The state has also concluded contract agreements for debts with several African countries and has been maintaining active membership in the community of the Sahel Saharan countries since 2001.
Through the Tijania Sufi Brotherhood, Morocco, Care Spiritual connections, especially in West African nations such as Senegal, where the headquarters of the Brotherhood in Fez serves as a major pilgrimage site that creates economic and cultural exchange with West African nations.
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