We analyse the image of Sweden

The Swedish Institute are experts on how Sweden is perceived in various issues globally and work continuously with studies and analyses of the image of Sweden. We follow and measure the perception of Sweden in other countries and study how Sweden is relevant to international target groups. Through our own studies, external monitoring and analysis, we build knowledge about specific issues and events that can affect the image of Sweden.

Photo: Lieselotte van der Meijs/imagebank.sweden.se
Read more about "Sweden has one of the world's strongest brands"

Sweden has one of the world's strongest brands

The image of Sweden remains strong in the world. This is confirmed by the Anholt Nation Brands Index 2025, where Sweden is once again among the 10 highest-ranked countries. The survey also shows that there are variations in the view of Sweden between countries and over time.

News on the image of Sweden abroad News on the image of Sweden abroad

View all news

How is Sweden rated in comparison to other countries?

We have put together a list of international indices for you to explore.