The study shows that:
- Sweden has a clear profile. Sweden’s areas of strength, such as governance and the environment and climate, are the same in different parts of the world. Despite relatively low awareness, many have clear associations with Sweden.
- An increasingly polarized world affects how people view other countries. The image of Sweden is most positive in Western countries and somewhat less positive in the Brics+ countries (originally Brazil, Russia, India, China, South Africa, later expanded to include Egypt, Ethiopia, the United Arab Emirates, Iran and Saudi Arabia).
- Sweden is attractive for trade and investment and as a tourist destination. Many perceive Sweden as a country with a high quality of life and equality in society. Nature plays an important role for Sweden as a tourist destination.
- Experience of Sweden gives a more positive perception and creates resilience. Those who have visited Sweden, used Swedish products or received information about Sweden have a more positive image.
Rankings of other countries
Few countries strengthen their position compared to last year. War, conflict and recession have a polarizing effect. Respondents are often less positive about other countries. However, on an overall level there is stability. The same nation brands as last year are ranked among the top ten in this year’s study, with less internal movement.
Read the full report here: Sweden in NBI 2024
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