This article was originally published in the Brand Finance Global Soft Power Index 2026
The Swedish Institute has been instrumental in developing Sweden’s new nation brand strategy. How has research and data, including from the Global Soft Power Index, informed the development and implementation of the strategy? And how do evidence-based insights help ensure the brand remains credible, coherent, and responsive in a changing world?
Head of Unit,
Sweden Image Analysis
Unit, Swedish Institute
Research and data have been fundamental in shaping Sweden’s new nation brand strategy. The strategy is built on extensive analysis combining quantitative and qualitative insights from international studies such as the Global Soft Power Index and the World Values Survey, alongside interviews, workshops, and hearings with stakeholders. We also conduct continuous media monitoring in 53 languages, providing real-time insights into global conversations. This combination of perception data, stakeholders’ insights, and media intelligence ensures a comprehensive understanding of how Sweden is viewed, how it can contribute globally, and which narratives may impact its reputation. Evidence-based insights have enabled us to identify Sweden’s core strengths.
A particularly important insight from the data was a performance-perception gap: Sweden ranks strongly in innovation and competitiveness measures, yet perceptions of Sweden as an innovative nation are weaker in several markets. Closing this gap became a strategic priority.
Through the Brand Sweden Report, SI tracks familiarity, reputation, and distinctiveness linked to the strategy. By leveraging data from the GSPI, the strategy is anchored in perceptions and benchmarked against comparable nations. The report serves as a strategic tool for stakeholders, enabling them to follow trends, benchmark performance in key markets, and adapt messaging to global shifts. This approach ensures the brand remains authentic, consistent, and agile in a rapidly changing world.
Sweden continues to be perceived as a role model in good governance, counting among the top nation brands for ethical standards, tolerance and inclusivity, safety and security, respect for law and human rights, and international cooperation. In a more uncertain global context, how does Sweden protect and project this reputation for trust and stability, and why is it central to Sweden’s international influence?
Sweden’s reputation for trust and stability rests on something fundamental: a strong democracy. It is a cornerstone of both our national identity and international image. Democracy shapes Sweden’s institutions, companies, culture, and global engagement; ensuring transparency, inclusion, and respect for fundamental freedoms. During the development of Sweden’s brand strategy, many aspects were discussed, but agreement on this foundation was clear.
With over two centuries of peace, Sweden has evolved into a pioneering democracy that champions freedom, equality, and opportunity. This societal model, built on trust and sound governance, projects stability internationally and strengthens Sweden’s credibility as a partner.
The Brand Sweden strategy highlights three qualities that resonate globally: reliability, collaboration, and creativity. Reliability fosters long-term partnerships and stability, essential for business and diplomacy. Collaboration reflects Sweden’s leadership style, addressing complex challenges through cross-sector and international cooperation. Creativity drives innovation and positions Sweden as a leader in technology, sustainability, and culture.
In a world where trust and stability are rare and highly valued, Sweden seeks to stand out as a reliable, collaborative, and forward-thinking nation. This enhances competitiveness and contributes to progress. Our tradition of embracing change and sharing strengths reinforce Sweden’s role as a constructive and innovative international actor.
Looking ahead, with commitment to sustainability waning around the world, how can Sweden’s own nation brand values and wider soft power influence help reinvigorate global efforts to counter climate change?
Sweden’s ability to inspire global sustainability efforts stems from the same base that underpins its reputation for trust and stability: a strong democratic foundation, a collaborative approach, and innovation.
“Space to Grow” is our brand promise: a clear expectation of the value Sweden offers, framing sustainability as a pathway to progress, economic, social, and cultural. This optimistic narrative makes climate action aspirational, aligning with Sweden’s tradition of embracing change and building the future together. The idea is that by combining democratic legitimacy with innovative capacity, Sweden can contribute to reinvigorate global momentum for sustainability and demonstrate that trust and creativity are powerful tools for transformation.
