27 October 2026, The Strength of Brand Sweden

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Date: 27 October 2026
Time: 16:00-18:00 followed by drinks & mingle until 19:00
Venue: Epicenter, Amsterdam (TBC)

Brand Sweden is more than a country-of-origin label. Swedish values such as innovation, sustainability, trust and inclusion are often associated with Swedish companies and products, but how do these values translate into stronger brands, increased trust and real commercial value in international markets?

This event will explore how Swedish companies approach Brand Sweden in their branding and communication. We will look at companies that actively use Sweden and Swedish values as part of their brand, and explore the reasons behind it.

But what is the commercial value of Brand Sweden and when does it make sense to use it?

Key Takeaway

How companies can leverage Brand Sweden and Swedish values to build stronger brands, increase trust and create competitive advantage in international markets.

We will discuss

How do Swedish values such as innovation, sustainability, trust and inclusion translate into stronger brands and commercial value?
Why do some Swedish companies actively use Sweden and Swedishness in their branding.
When can Brand Sweden strengthen a company’s international positioning, and when can it become a challenge?
What can we learn from companies that take different approaches to Brand Sweden across industries and markets?

What to expect

Keynote Presentations and a Fireside Chat featuring Swedish companies and organisations that will share practical insights into how they approach Brand Sweden, including why they choose to use Swedish identity in their branding, including opportunities, challenges and strategic considerations.

City Branding Perspective from Emma Björner, Campus Varberg, providing a broader perspective on how cities can strategically build and strengthen their brands, offering insights into how place branding connects with the wider discussion around Brand Sweden.

Networking Opportunity to exchange ideas, share experiences and build new relationships within the Swedish-Dutch business community.

Speakers List:

Moderator:

More speakers to be announced.

Make sure not to miss out on this event, secure your spot today through registration below!

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Keynote Speaker - Niclas Medman, Head of Brand Ericsson

Niclas Medman has worked at Information & Communications Technology company Ericsson since 1999. Ericsson provides equipment, software and services to enable transformation through mobility, with +24 BUSD in net sales (2025). Some 50 percent of today’s global mobile traffic (excluding China) runs through equipment that Ericsson has supplied and the company has more than 60,000 granted patents. Niclas is born and lives in Stockholm, Sweden, but has also spent two years in Mexico; and three years in India, on international assignments with the company. After completion of a Master of Science in Industrial Management at the Royal Institute of Technology, in Stockholm, his career started at Ericsson with building a global support team for commercial analysis and strategic planning for sales account teams around the world. He has since then held various marketing and communication roles focused on developing messaging, campaigns, brand and outreach strategies. Since 2011 he has been dedicated to Group responsibilities, across global customer messaging; global campaigns’ activation; and developing and managing the Ericsson brand. Career highlights include the very successful introduction of a more expressive brand identity to support an evolving business strategy, having the efforts recognized by winning a Red Dot design award for corporate identity and design; scaling an inhouse marcom agency 4x in resourcing with 15x productivity increase, enabling global substitution of external, expensive support; and speech-writing for the company CEO. When Niclas is not busy with his professional career, he loves to spend time with his family, being married for 23 years to Louise and having two daughters, Sarah 18 and Frida 20 years old. Niclas is a strong believer in the fundamental importance of trust and humility, both in his professional and personal life.

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Speaker - Emma Björner, Researcher and Scientific Lead

Emma Björner is a leading expert in place branding, with experience spanning Sweden, Europe, and China. Her interest in the field began when studying Sweden’s place branding at the World Expo in Shanghai in 2010, and she has since developed a strong focus on how places can become attractive and sustainable for residents, talent, visitors, and investors. Emma works at the intersection of research and practice and is currently a researcher in marketing at the University of Gothenburg, as well as Scientific Lead at the Alexanderson Institute. Her work centres on place branding and development, with a particular emphasis on co-creation, sustainability, and collaboration across sectors. She is co-editor of the Elgar Encyclopedia of City and Place Branding (2025), an international reference work in the field, and brings insights that combine academic research, practical experience, and an international perspective.

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