The Swedish Institute publishes the Brand Sweden Report 2025 every year. It follows the new strategy for a stronger image of Sweden abroad. The Swedish Institute developed the strategy together with the National Council for Brand Sweden.
The report gives Swedish stakeholders a shared evidence base. As a result, it supports work to communicate and promote Sweden internationally. It also covers key areas such as trade, talent attraction, investment, tourism and culture.
The report looks at Sweden’s brand globally and across eight markets: the United States, the United Kingdom, Germany, Japan, China, India, Saudi Arabia and Brazil. In addition, it compares Sweden with four countries that share similar profiles: Norway, Denmark, Finland and Switzerland.
Insights from the report
The report shows that Sweden enjoys a strong international reputation. However, awareness of Sweden remains low in several important markets. Therefore, the report highlights six insights for strengthening the brand:
-
Strengthen differentiation: Sweden has a clear profile. Yet Sweden does not always stand out from similar countries. So we should highlight what makes Sweden distinctive.
-
Build on democracy and the economy: Sweden’s robust democracy and stable economy build trust. Therefore, they should anchor communication.
-
Showcase innovation and business: Sweden attracts trade and innovation. Still, perceptions do not always reflect this. So we should make these strengths more visible.
-
Highlight creativity: Sweden has strong creative assets. However, audiences do not always associate Sweden with creativity. As a result, this area offers clear growth potential.
-
Tell the full story: Sweden stands for democracy, reliability, collaboration and creativity. Together, these qualities create “space to grow”. So we should connect them in one clear narrative.
-
Tailor communication: Priorities differ across countries and audiences. Therefore, we should adapt messages and activities to local drivers. This way, Sweden gains more impact.