In the context of the transformation of the global political system and increasing competition among states, intangible resources of influence are gaining ever greater importance. One of these resources is soft power. Despite the existence of numerous indices that attempt to rank countries by their level of soft power, measuring soft power remains a methodologically complex task. The criteria used in such rankings can be interpreted in different ways: the same factors may evoke sympathy in some audiences and rejection in others. Moreover, there is a distinction between the perception of soft power at the level of political elites and that of the general public. This article examines some of the key criteria for measuring soft power in order to answer the question: “Is it possible to objectively assess the soft power of a given country?” The study employs analytical, comparative, systemic, historical-comparative, and critical methods based on the analysis of scientific literature and secondary sources.