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27 May 2021, 11.30 AM
A brand is a reputation. It's the expression of an identity, a name, a logo, values, a philosophy...
Sweden, a small country in northern Europe with only 0.13% of the world's population, is one of the first nations in the world to have implemented an official nation branding strategy.
What happens when you apply the concept of branding to an entire country? Can companies and nations co-brand on their identity? Why and how? What are the benefits and limits?
Madeleine Sjöstedt / Director-General Swedish Institute
Lena Herder / Country Retail Manager IKEA Sweden
Simon Anholt / Independent policy advisor, author and expert in nation branding
Moderator Mark Ogertschnig / Lifehackers Agency
Sweden has diplomatic relations with almost all States in the world. It has embassies and consulates in around half of these. Sweden's foreign representation consists of approximately 100 missions abroad and 350 honorary consulates.