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picture News September, 30 2022
Swedishness Swedishness

- Sweden benefits from a very positive brand image, and is regarded as a large, stable, and robust phenomenon. This brand image is a very powerful and great asset, not only for Sweden as a nation, but also for Swedish companies in Sweden and abroad, said Madeleine Sjöstedt – Director General of the Swedish Institute, at the Thursday 27 May webinar on Brand Sweden.

Headlined The Benefits of Expressing Our Swedishness, Lena Herder - Country Retail Manager of IKEA Sweden, followed up and presented IKEA’s wide range of Swedish components in their marketing:

- Our logo as well as our sales outlets are yellow and blue, just like the Swedish flag. All our products have these somewhat quirky Swedish names where we have kept the Swedish letters å, ä and ö. For example our series of armchairs Poäng and our bed and bedroom collection Björksnäs, said Lena Herder.


The entire webinar was recorded and is available online at this link:


On behalf of the SCCE, I would like to thank all webinar speakers and the Swedish Chambers of Commerce in France, UK, and the Netherlands for arranging a very interesting and inspiring webinar on Brand Sweden.


Kristiina Brodén – SCCE Ombudsman



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