Beyond Branding

Home page
The book
The authors
Contact us
Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog

June 05, 2005

Sweden's tops in nation branding 

It's nice to be right. In 2001, I felt Sweden's nation branding was more significant than Chinese WTO entry. In 2003, I spoke at the Swedish Marketing Association (MIS) and told them that Hans Blix's being Swedish was a good thing. Swedes, in their modesty, don't really think they are that wonderful, but Beyond Branding co-author Simon Anholt's nation-branding survey has just put their country tops.
   It's with little surprise. This is a country that just gets on and does its thing, and an Observer report today sees Simon mention, 'Basically, Sweden is the country that nobody minds.'
   But Swedish success goes a bit further. It lives its nation brand—there is a sense of unity behind everything it does. While there are things creeping in that are a bit disturbing—I didn't remember the need to tip earlier this century, but it is more commonplace; and the job situation has been topsy-turvy in years past—the success of a nation brand is dependent on how well matched the vision and the reality are.
   In terms of exports, it figures every other country is a "domestic market", an attitude which I am sure many nations would like to follow. In Sweden, there is usually not much distinction between a local and a foreigner when it comes to corporate strategy. Now, if we were to perceive others as equal to ourselves, we'd end a lot of the tension that exists in the world today.
   Not that Sweden has got it all right: I've heard from locals and expats that it's hard for one person to stand out too much, for fear of being accused of showing off. Even the top advertising man in the country has a small Audi, not a flash Merc. It may be a good thing, but it also means that giant leaps are that much tougher.
   However, temperature and short winter days aside, it's one country I would be happy to call home, too—and there is no secret that I enjoy my nearly annual visits there.

'Branding in the early 2000s: the new forces at work', in CAP Online (and some other places)
I think Sweden has an undisputed brand image. At Brand Greece we hope to attain a similar position soon!  
Post a Comment
Links to this post

Links to this post:

Create a Link


Authors’ and associates’ individual blogs

  • Johnnie Moore’s Weblog
  • Steal This Brand
  • Jack Yan: The Persuader Blog
  • Right Side up
  • Chris Lawer
  • Ton Zijlstra
  • Headshift
  • Partum Intelligendo
  • Goiaba Brazilian Music
  • Detective Marketing
  • Chris Macrae

  • + Add Beyond Branding to your Blogroll

    Add feeds

    Aggregated blogs


    Old Beyond Branding blog entries

    Add feed to Bloglines
    Add feed to Newsgator
    Add feed to My Yahoo!

    RSS feed from 2RSS

    This page is powered by Blogger. Isn't yours?

    Get this blog via email

    Enter your email

    Powered by FeedBlitz


    Previous posts

  • EU discusses fear - well almost
  • The sore loser's column, take two
  • Could this be broadcast media's salvation?
  • Beyond Professionalisation of Communications
  • Farewell to a trailblazer
  • On some more people who do not understand brandin...
  • Fighting the rumourmongers: the task of modern "co...
  • What not to do in the 21st century
  • Legacies of BBC - Blair Broadcasting Corporation ...
  • You are invited to co-blog The Legacy of Tony Blai...
  • Beyond Branding bloggers

    Chris Lawer UK
    Chris Macrae UK/US
    Jack Yan New Zealand
    John Caswell UK
    Johnnie Moore UK
    Malcolm Allan UK
    Nicholas Ind Norway
    Simon Anholt UK
    Stanley Moss USA
    Thomas Gad Sweden
    Tim Kitchin UK


    Webfeed (RSS/ATOM/RDF) registered at

    Listed on BlogShares
    Top of the British Blogs
    Blog Flux Directory

    Business Blog Top Sites

    Feed Digest