A key objective of the Global Business Climate Survey 2024 is to explore how Brand Sweden contributes to the business success of Swedish companies abroad.
Trade and investment promotion organisations such as Business Sweden, the Swedish Institute, the Chamber of Commerce, as well as Swedish Embassies and Consulates, actively collaborate to promote Sweden’s image abroad, together with its brand values.
Sweden’s brand identity is synonymous with innovation, equality, sustainability, and other strengths, and many companies use their Swedish origin to communicate these brand attributes.
According to 82 percent of the responding companies, Brand Sweden contributes to their business success abroad, while only 14 percent indicate “little” or “no value at all” in promoting the Swedish identity of their products or services. In general, regardless of company size, age, or sector, Swedish companies believe that Brand Sweden contributes significantly or very much to their competitiveness abroad.
This year’s results are similar to those of 2023, with a one percentage point increase in the number of companies believing that Brand Sweden contributes to their business success. From a regional perspective, the APAC region has the highest share of companies stating that Brand Sweden contributes “to an extent or great extent” to their business success, followed by MEA+, Western Europe, and lastly, the Americas.
Respondents who deem the Swedish brand important to their operations in the Netherlands are often Sweden’s larger, more global companies, but several newcomers to the Dutch market also seem to rely on the Swedish brand. Strong preferences for the Swedish brand are also found among respondents from industrial companies as well as consumer goods companies. Of the consumer sector respondents, 100 percent find a positive contribution from the Swedish brand. Additionally, 80 percent of large companies and 91 percent of small companies report that the Swedish brand contributes positively to their business. When examining the data by company experience, however, all companies show a broad consensus, regardless of whether they are newcomers or more established. Among experienced companies, 88 percent see the Swedish brand contributing positively to their business, while 78 percent of newcomers and 73 percent of mature companies share this sentiment.
Curious to know more about Brand Sweden? Sign up for the Swedish Chamber’s flagship event, “Discover the Power of Brand Sweden,” on October 17, 2024, at 15:30, hosted by Volvo Cars Netherlands. During this event, you will gain insights from iconic Swedish brands like Volvo, IKEA, Fagerhult, and Hästens as they share their journeys, challenges, and successes in leveraging ‘Swedishness’ to thrive in the Dutch and global markets. H.E. Ambassador of Sweden, Mr Johannes Oljelund, will also be in attendance. Click here for more information and registration.
For more information about the event and to sign up, click here.
Download the Global Business Climate Survey and the Business Climate Survey Netherlands here.
