Host this year: Oslo, Norway

Gabriella Augustsson

Gabriella is the head of Nation Branding at the Ministry of Foreign Affairs of Sweden.

Sweden has had a nation branding strategy and management model in place for Brand Sweden since 1995. It has been absolutely key in improving and sustaining the country’s brand.

The management council has been developed and handled by all the relevant key partners – the Ministry for Foreign Affairs, Swedish Institute, Business Sweden, Visit Sweden, Ministry of Culture and Ministry of Enterprise and Innovation. This has formed a common platform and enables speaking with one voice internationally in all six organisations.

There is a common strategy that the six parties actually implement. They have defined focus areas to work in and have selected a common target group. The strategy is continuously updated via research and data impacting the Brand Sweden strategy.

Others can learn from this too, as the success factors are about alignment with top management, a milestone crucial for success. Continuous education of personnel is needed.  Lastly, break down of strategy into each organisation will make it operational.

Gabriella together with Michael will talk about how to manage one of the best country brands in the world

Gabriella Augustsson,
Swedish Ministry of Foreign Affairs | How manage one of the best country brands in the world


Register for the event by filling out the form below

450 € one person
350 € per person with 2 and more people

Price includes:
1) conference materials
2) lunch
3) a two year free access to Nordic Place Branding Digital Library – a collection of recorded presentations from NPBC presentations since 2019
4) “White Paper on Place Branding” by September.

Price excludes VAT.

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I accept that the registration is binding. Participant name(s) can be changed, but ticket(s) cannot be cancelled. Should the Covid-19 situation persist and the conference in Oslo on November 26th cannot be held in the physical location, I accept that the event will be substituted as a webinar.


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