"According to Brand Finance's 2024 Global Soft Power Index, the UK has retained second place behind the US and has increased its score since 2023."
I gave up digging up info on this Brand Finance lot but before I did I found out that their "secretary" is a guy called David Edward Bickerton HAIGH. This guy also happens to be the "secretary" or director for two dozen other think-tanks, including Royalty Relief Limited (who champion how the Royal Family are Britain's biggest asset), and a bunch of shady groups that don't seem to have anything of note online but appear "dormant" and only have accounts that total £1 according to their public statements on the government website.