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.
It 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 manage a successful country brand.