Entered by Swedish Institute

In April 2025, the Swedish Institute (SI) launched a new nation brand strategy on behalf of the Swedish government. ‘Space to grow’ is a framework to strengthen Sweden’s brand as a strategic national asset. In addition to this, SI is responsible for analysing the image of Sweden abroad. Media monitoring and perception analysis form the foundation, as does Sweden’s actual performance in key areas.

SI’s analysis is used by the Foreign Ministry, Swedish Foreign Missions, as well as numerous other Swedish stakeholders. The new strategy builds on extensive analysis, combining data from the Nation Brands Index, the Global Soft Power Index and the World Values Survey with input from interviews, workshops and hearings.