The report is based on the strategy for strengthening the image of Sweden abroad, developed by the Swedish Institute (SI) in collaboration with the Brand Sweden Council.
Sweden brand strategy
About the report The Brand Sweden Report 2025 is an annual publication that analyses the global strength of Sweden’s nation brand. The purpose of the report is to provide Swedish stakeholders with a shared knowledge base to support the international promotion and communication of Sweden – through trade, talent attraction, investment, tourism, culture, and other forms of international engagement.
The analysis covers eight key markets: the United States, the United Kingdom, Germany, Japan, China, India, Saudi Arabia, and Brazil. For comparison, four countries with similar profiles are also included: Norway, Denmark, Finland, and Switzerland.
Publication Download report in English (PDF 59.9 MB) Brand Sweden Report 2025 (in English) Download report in Swedish (PDF 59.9 MB) Brand Sweden Report 2025 (in Swedish) {
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