Brand Sweden — Driving Innovation on a Global Scale

In an increasingly crowded global marketplace, staying competitive and protecting reputation are top priorities for Sweden and Europe. A strong nation brand builds trust, resilience, and economic growth. It’s no wonder Sweden is often called one of Europe’s core engines of innovation. But how does Sweden do it? Brand Sweden’s tagline says it all: Space to Grow—giving everyone the ability to achieve what’s never been done before.

This past autumn, I had the privilege of moderating the Brand Sweden flagship event for the Swedish Chamber of Commerce in the Netherlands. There, we heard from iconic Swedish brands—IKEA, Sweco, Husqvarna, and Electrolux—about how their Swedish roots have propelled them to global success.

Branding is more than a name or logo; it can also be deeply connected to place of origin. Leveraging that origin can enhance authenticity, differentiation, cultural identity, and emotional storytelling. The key is balancing local identity with global appeal. That’s exactly what these Swedish brands have mastered.

The Swedish Institute: Shaping Sweden’s Global Image

The Swedish Institute, the public agency tasked with building interest and trust in Sweden worldwide, plays a crucial role. Through promotion, international partnerships, and perception analysis, it strengthens Sweden’s attractiveness, competitiveness, and reputational security. The recent refresh of Brand Sweden clearly reflects this mission.

IKEA: Heart and Soul in Sweden

Ranked #1 in Sweden and #35 in Interbrand’s global top 100, IKEA is a beloved brand around the world. Its culture and values are deeply rooted in its Swedish heritage, from democratic design to sustainability—a testament to how place of origin can shape a global icon.

Husqvarna: Forged by Nature and Innovation

Founded in 1689, Husqvarna is one of the oldest continuously operating companies in the world. Born in Sweden, it has honed its expertise from nature’s challenges, embraced a uniquely Swedish perspective on technology and design, and never stopped questioning the status quo.

Sweco: Engineering a Strong Employer Brand

As Europe’s leading architecture and engineering consultancy with Swedish roots, Sweco understands that branding goes beyond visuals. Their approach to employer branding—managing reputation as an employer to attract and retain top talent—is infused with Swedish values of collaboration and innovation.

Electrolux: Pioneering Spirit in Action

Electrolux’s story is one of audacity and ingenuity. From Axel Wenner-Gren’s famous Vatican vacuum cleaner sale (out-cleaning the competition) to touring world cities in eye-catching cars shaped like vacuum cleaners, the brand has always embraced its pioneering Swedish DNA.

These brands exemplify the power of place-of-origin branding. With a brand promise of Space to Grow, Sweden continues to pioneer on the global stage. Whether through music (Sweden is the world’s largest music exporter per capita!) or through industry giants, the possibilities are endless.

Considering leveraging your company’s place of origin in a future brand refresh? Reach out to us to explore the possibilities.