New branding concept for Swedish companies launched

2010.04.26

The Swedish business community and Swedish companies are important representatives of Sweden today and have considerable international penetration. Millions of people each day encounter Swedish products and services, work with Swedish companies or visit Swedish global chains. However, people are often not aware that these brands are Swedish. Swedish companies and Sweden as a whole have a great deal to gain from working together.

“Swedish companies play an important role in the work of enhancing the image of Sweden around the world. This initiative will further enhance the valuable collaboration between the business community and official promotion of Sweden,” says Minister for Trade Ewa Björling.

The City of Stockholm took the initiative for Brands of Sweden in an aim to link sponsors and strong Swedish brands to Love Stockholm 2010, the city’s tribute to the royal wedding. The project makes it possible for Swedish businesses to be seen in non-commercial and public contexts, where there is normally little space given to promoting brand identity.

“Love Stockholm 2010 will be a chance for Stockholmers to celebrate the royal wedding as well as an opportunity for Stockholm companies and Swedish brands to showcase themselves because the world’s attention will be focused on Stockholm,” says Sten Nordin, the City Commissioner of Finance for the City of Stockholm.

A natural part of the work to promote Sweden

For SI, Brands of Sweden is a long-term project that will be further developed once the events of ”Love Stockholm 2010”are over. The concept is a natural part of SI’s work to involve Swedes and Swedish companies and organizations in together helping put Sweden on the map abroad. With this collaboration, the benefits that companies have in promoting their identity as Swedish brands in international contexts can be realized.

“The positive associations that Sweden evokes mean, not least, that many find it reassuring and interesting to work with Swedes, even though awareness of the company or brand itself is low. The connection with Sweden gives products and services a unique position and distinction in foreign markets. By demonstrating their affiliation with Sweden, companies in turn help to increase awareness of Sweden, Swedish businesses and Swedish brands in general. That is without a doubt advantageous to both parties,” says Olle Wästberg, Director-General of the Swedish Institute.

Swedish companies, along with everything from the royal family to athletes, researchers, musicians and politicians, are important representatives of Sweden. They influence the image of Sweden to a large degree and help to, among other things, increase awareness of Sweden in the rest of the world. This is important for promoting trade and attracting foreign visitors and investors.

The concept is linked to SI’s ambassador program, Sverigepaketet.se, which involves Swedes, Swedish companies, universities and organizations in together putting Sweden on the map. The ambassador program provides companies with access to knowledge about how other countries view Sweden and a network of key foreign leaders in areas like business, education and public administration. Participating companies are also offered lectures and tools for presenting Sweden as well as the opportunity to take part in hundreds of events and projects carried out under the auspices of SI each year.

For more information and comments, please contact the Swedish Institute:

Jenny Hagblom, Press and Information Manager, 073-684 20 22,