Sweden is ranked fourth strongest nation brand – after Japan, Norway and Switzerland – which is the same position as in Future Brands last ranking in 2014. Sweden is mainly associated with democracy, tolerance and high quality of life as well as with technology and sustainability.

Christian Biller, brand strategist at the Swedish The Institute, comments on the report:

– In the eyes of the outside world, Sweden is perceived as a country where people have a high quality of life and that it is not limited to a few. The fact that values such as openness and care, as well as innovation and sustainability, are linked to Sweden is positive and creates good conditions for attracting students, researchers, tourists and investors, says Biller.

Read the full report on Future Brands Country Index here