The soft power of a nation - Finland as an example

   Joseph Nye has defined soft power as “the ability to attract co-opt rather than coerce and rather than using force or money as a means of persuasion”. Soft power is a nation’s attractiveness and ability to shape opinions and produce attraction though culture, institutions, political values, and its foreign policy. Soft power provided an influence far beyond the traditional balance-of-power politics.

　Joseph Nye定義軟實力為「不以武力或金錢為手段所進行說服，而達成吸引而非強迫的力量。」軟實力乃是一個國家透過文化、制度、政治價值、與其外交政策，來創造機會與產生吸引力之的吸引力與能力。軟實力較傳統的權力平衡正至更具影響。

   For countries with soft power, their “country brand strength” is a valuable asset. This year, Switzerland was ranked as the world’s best country brand and Finland was 9^th in FutureBrand’s International Country Brand Index (CBI) 2012.

　對於具軟實力的國家而言，它們的「國家品牌強度」是相當珍貴的資產。今年，在FutureBrand的2012年全球國家品牌指標（Country Brand Index, CBI）中，瑞士被評為全球最佳國家、而芬蘭則為第9。

   FutureBrand is part of McCann World group. Its measure and rank global perceptions　and report the CBI annually. For the year of 2012, it has assessed the country brand of 118 countries in the world.

　FutureBrand是McCann World集團的一部份。它每年對全球感知進行評量與排名，並提出CBI報告。2012年，它評估了全球118個國家的國家品牌。

   For Finland, it was ranked as the 4^th in the Stable Legal Environment and Education System categories, and was 5th in health care and in the comparison of the value system of countries.

　對芬蘭而言，它在法律環境穩定度與教育系統類別上被評為第4名、而在健康照護與國家價值系統評比上排名第5。

   The nature environment in Finland was viewed as the 3^rd most beautiful on earth. Due to its progressive politics, it is now one of the world leaders in the issue of environmental awareness.

　芬蘭的天然環境被視為全球第3美。由於其進步的政治，芬蘭現在是環境意識的議題上的全球領航者。

Reference:

*Wikipedia: Soft Power

*Country Brand Index 2012-2013, FutureBrand