Brand of Sweden wins top rank

Sweden as a national brand is ranked fifth out of 27 countries, according to a new study by the New York-based Reputation Institute.

The institute interviewed more than 1,000 people in each of the nations and asked their opinions of the other countries in nine different areas. Sweden took fifth place in the standings, the highest of the Scandinavian nations, and also ahead of the US, the UK and France. The top national brands were Switzerland, Canada, Greece and Italy. The survey participants were asked to rank countries based on their attractiveness, opportunities for entertainment, welfare, economic stability, business climate and several other factors.

Tony Apéria, chief executive officer of the Nordic Brand Academy in Stockholm, said Sweden topped the part of the survey called global attractiveness. "That is defined as a responsible actor in global society, being a supporter of good causes and having leaders who command international respect," he said.

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