The more the world recognizes Estonia’s unique strengths, the more our reputation strengthens. We measure this perception annually through renowned international surveys like the Global Soft Power Index.
International reputation
Estonia’s image abroad
Awareness of Estonia is low
While Estonia's story resonates strongly with those who know it, many remain unfamiliar with our unique strengths, and offering.
Leading with trust, innovation and sustainability
Sustainable future, education & science, and governance are more strongly associated with Estonia, while culture and heritage are less so.
SOFT POWER INDEX RANK
- #47Business & trade#47
- #45International relations#45
- #37Education & science#37
- #78Culture & heritage#78
- #40Governance#40
Those who know, think highly of Estonia
Estonia's global familiarity is increasing, and reputation remains strong.
Familiarity
Reputation
Brand strength & value
It’s important to keep track of our national brand’s health over time.
This helps us understand how well we are doing, where we can get better, and what effect we have on the economy.
In 2024, Brand Estonia worked with Brand Finance to evaluate our brand’s strength and impact.
A nation's brand, much like any other brand, has considerable value. It represents how a country is perceived and is tied to its economic performance and the investments made in that brand. Over the past year, the value of Estonia's brand has risen by 10%, totaling 47 billion euros, maintaining its position from 2023, following €1 billion improvement year on year.