Brand Finance utilised its Global Soft Power Index to assess the shifting attitudes towards various nation brands following Russia’s invasion of Ukraine. Majority of the 5,000 people surveyed, across 10 countries, said they blame Russia for the conflict. The research reveals 81% of respondents in Japan, 74% in the UK, 67% in Germany, 64% in France, 63% in Brazil and 60% in the USA hold Russia accountable.

In every country surveyed, between 1% and 10% of respondents blamed Ukraine for the invasion. South Africa and Turkey were more divided, with multiple different parties considered responsible for the attack. But, Russia was still most commonly blamed compared to other groups, with 48% in South Africa and 42% in Turkey.

The Russian position received more support in India and China. Just 11% of respondents in China blamed Russia for the conflict, with 51% pointing the blame towards the USA. Although 32% in India blamed Russia, a higher proportion (46%) blamed either the USA or NATO. The only Western nation to blame the USA for the conflict was the United States itself, with 22%.

David Haigh, chairman and CEO of Brand Finance says, “By invading Ukraine, Russia has undermined its ability to exert influence on the world. It is now seen as an aggressor, with the public across much of the world highly critical of its conduct. This – as much as international sanctions – will have devastating effects on the Russian economy."

Analysis into the attitudes towards Russia's conduct and response during the conflict revealed a negative net approval rating, ranging from -75% in Japan to -41% in the USA. Only in China and India did Russia’s conduct receive a net positive rating, with 61% of Chinese respondents rating Russian conduct in a positive light.

Compared with perceptions captured in the Global Soft Power Index 2022, Russia’s reputation has fallen by 19% globally as a result of its invasion of Ukraine. Perceptions of Ukraine have also shifted since Russia's invasion, with global familiarly up by 44%, influence by 24% and reputation by 12%.

Of the 10 countries surveyed, three (Brazil, South Africa and Turkey) were found to reverse their opinions since last year, now considering Russia to have a net negative influence. "With its soft power shattered, Russia will find it almost impossible to attract or persuade international partners – whether in business or in diplomacy,” says Haigh.