Simon Anholt on Brand Sweden

In early July 2010, nation brands expert Simon Anholt was invited to the city of Visby, on the Swedish island of Gotland. He was invited by the Council for the Promotion of Sweden, which includes Sweden’s Ministry for Foreign Affairs,…

Nation Brands Index 2010 released

A new edition of the popular Nation Brands Index has just been released today. According to the Nation Brands Index 2010’s earliest known details, the United States continues to have the world’s most valuable country brand, a place it obtained…

‘Brand Sweden’ goes local

Part of Sweden’s celebrated image can be credited to the fact that the country has a unified brand platform, the result of incorporating the Swedish Institute, VisitSweden, the Ministry for Foreign Affairs, Invest in Sweden Agency and the Trade Council into…

The brand symbiosis of Sweden and IKEA

Countries and corporate brands are often interlinked. Commercial brands often feed country brands, and vice-versa: corporate brands are sometimes ambassadors of their country of origin and, at the same time, they get further traction by appealing to their country of…

Discussing Brand Sweden

The classic image of Sweden is a very Scandinavian one with a lot of blond people capering around in the woods, diving into frozen lakes, and so forth. It’s very much a protestant, white, northern European and somewhat bucolic story, but a growing number Swedes are not white, male or protestant. As a consequence, this national narrative leaves out more and more of the reality, and that creates huge problems.