The brand of Sweden as a strategic asset Photo: Lisa Öberg/Johnér Bildbyrå Sweden has a new nation brand strategy since May 2025. It has been developed through collaboration with representatives from many different sectors in Sweden. The brand provides direction for promoting our country abroad.
The Sweden brand model. At the top is Sweden as a pioneering country and the promise ‘Sweden gives space to grow’. Our strategic qualities are reliability, collaboration, and creativity. The foundation of the brand is our strong democracy. Sweden’s nation brand strategy The strategy for strengthening the image of Sweden abroad defines Sweden’s nation brand. It highlights Swedish strengths that are strategically important to an international audience.
You can use the strategy as a base in all communication when promoting Sweden internationally. The content of the strategy is not ready-made messages or concepts to be used directly. Instead, adapt your communication and messages to each market and target audience for maximum local impact.
Our brand promise and position The core of the brand strategy is a clear promise: Sweden gives space to grow.
This offer reflects how Sweden’s values and conditions create room for development – for individuals, companies, and societies. It signals that Sweden is a place where you can think freely, explore new ideas, and break new ground together with others.
Our care for the individual makes us one of the most creative and innovative countries in the world. Sweden is known for solutions that not only push boundaries but also improve lives. We have made progress by challenging conventions, embracing change, and working together.
Foundation and strategic qualities of the brand Sweden’s competitiveness is rooted in our strong democracy. With over 200 years of peace, Sweden has developed into a pioneering democratic country that promotes freedom, equality and community.
Three strategic qualities shape the Swedish brand: reliability, collaboration, and creativity. Each quality is valuable on its own – but together they are powerful drivers of innovation and the solutions the world needs.
Strategy, workbook, and brand report Download the strategy (PDF 1 MB) Strategy (in Swedish) Download workbook (PDF 475 KB) Workbook for the strategy (in Swedish) Download report (PDF 60 MB) Brand Sweden Report 2025 (in Swedish) English translations of the strategy, workbook and brand report will be available from mid-May 2025.
A strategy based on brand fundamentals Sweden’s nation brand strategy is rooted in what makes strong brands successful: a combination of distinctiveness, differentiation, and brand recall.
Distinctiveness means that people easily recognize Sweden. Assets like the Swedish flag and colours, ABBA, Ikea, Nobel Prize, and even fika make Sweden ‘look like itself’ in the minds of global audiences.Differentiation means that Sweden is associated with attractive and relevant qualities – such as sustainability, a strong and stable economy, and innovation – that make people choose Sweden over others.Brand recall is about being easily recalled in decision-making moments. For a nation brand, this means being well-known and consistently showing up in the places, topics and contexts that matter to our audiences – and doing so with clarity and relevance over time.This combination strengthens Sweden’s appeal to those who wish to visit, study, invest, do business, collaborate, or build a future together with Sweden."
How the strategy was developed The strategy has been developed by the Swedish Institute on behalf of the Swedish government in 2025. It has been created together with Brand Sweden Council. The council consists of Business Sweden, Ikea Sweden, Invest in Norrbotten, Lund University, Spotify, Stockholm Business Region, Stockholm School of Economics, Swedish Arts Council, the Swedish Institute, Swedish Olympic Committee, Visit Sweden, Volvo Group, West Sweden Chamber of Commerce, and Wallenberg Investments.
The strategy is a result of in-depth interviews with and input from over 300 people representing business, academia, industry and trade organisations, regions and authorities.
The strategy is also based on research, reports and surveys regarding the Sweden brand as well as Swedish strengths and values, such as the World Values Survey, Anholt Nation Brands Index, Global Soft Power Index and the Swedish Institute's analyses of the image of Sweden.
Be a part of Team Sweden Everyone who has contributed to the strategy, as well as other stakeholders who wish to strengthen Sweden’s impact internationally, can be part of Team Sweden and the Sweden Brand.
You are welcome to contact the Swedish Institute at brandsweden@si.se
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"content": "The strategy has been developed by the Swedish Institute on behalf of the Swedish government in 2025. It has been created together with Brand Sweden Council. The council consists of Business Sweden, Ikea Sweden, Invest in Norrbotten, Lund University, Spotify, Stockholm Business Region, Stockholm School of Economics, Swedish Arts Council, the Swedish Institute, Swedish Olympic Committee, Visit Sweden, Volvo Group, West Sweden Chamber of Commerce, and Wallenberg Investments.",
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