A brand is a reputation. It is 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.
Sweden benefits from a positive brand image abroad. The country is positioned among the leading nations in various global indexes of economic performance, social commitments, capacity for innovation, governance, sustainable commitments, etc. IKEA is a brand that strategically communicates Swedish cultural concepts, symbols and values, and exports them across the world.
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?
In collaboration with the Swedish Chamber of Commerce in France and the Swedish Chamber of Commerce in the UK, and in partnership with SCI -Swedish Chambers International, The Swedish Chamber of Commerce in the Netherlands welcomes you to join us in reflecting on how Sweden and Swedish companies may join forces in co-branding. How can a nation and companies reflect each other’s assets and thus strengthen their positions?
Madeleine Sjöstedt — Director-General Swedish Institute
Lena Herder — Country Retail Manager IKEA Sweden
Simon Anholt — Independent policy advisor, author, and expert in nation branding
Madeleine Sjöstedt, Director-General of the Swedish Institute as guest speaker, on the continuous work of shaping the international view of Sweden and where it is heading. Madeleine Sjöstedt is currently the Director-General of the Swedish Institute, a public agency with the mission to enhance trust and interest in Sweden abroad. She has a degree in Master of Laws with focus on human rights and was previously Secretary-General of the liberal foundation Silc and the organization Cultural Heritage Without Borders. Between 2006-2014 Madeleine Sjöstedt served as Deputy Mayor of the city of Stockholm responsible for culture, sports and real estate. She has also worked as a senior consultant in strategic communication and public affairs.
Lena Herder has an extensive background in retail and has held a number of executive positions in IKEA. Currently Lena is the Country Retail Manager for IKEA in Sweden, a role she has previously held in Netherlands and Finland and as Deputy in the UK
Over the last twenty years, Simon Anholt has advised the Presidents, Prime Ministers, monarchs and governments of nearly sixty countries, cities and regions, helping them to engage more productively and imaginatively with the international community. Simon has written six books about countries, their images and their role in the world. His latest book, The Good Country Equation: How We Can Repair the World in One Generation, was published in October 2020.
Mark is a seasoned Marketing, Communications, and Public Relations expert and has been active in various corporate roles. After graduating from his MBA in Amsterdam, he learned to generate free PR exposure for brands like Dell Computers, Volkswagen, Audi, IKEA and many more. He currently runs his Amsterdam based Digital Marketing & PR Agency, is actieve as a 1:1 Publicity Consultant and trains people on generating Publicity, Public Relations and Press Attention.
The Swedish Chamber of Commerce would like to thank all participants for contributing to the success of the Swedish Chamber Patron Dinner on November 22, 2016. We cordially thank H.E. Ambassador of Sweden and Honorary Chairman of the Swedish Chamber of Commerce Mr. Per Holmström for hosting the Patron Dinner 2016 and Mr. Jeroen van der Veer, ING Keynote speaker and Honorary Guest, for sharing his experiences and introducing the Round Table discussions.