High Marks to Sweden Branding

The ”Sweden” brand is now estimated to be worth 464 billion US dollars according to the Anholt Nations Brands Index, a rise of more than 16 percent in a year.

Around 25.000 people around the world were asked to rank 40 countries on their international appeal, and Sweden came eighth, well above its neighbors Denmark and Norway, with the US topping the league.

The high rating is said to be down to the strength of Swedish brands such as Ikea, Absolut and Ericsson. But the researchers say to do even better, Sweden should put more effort into marketing the Royal Family.