Mandel proudly presents the results of the Mandel Study on the perception of Swedish Brands in Germany and Sweden.

In charge of the Mandel research project is Franziska Endter, who led the conduction of the research in cooperation with the department of communication, Friedrich-Schiller-University Jena, Germany.

Research Methodology and Sources

The data has been gathered through two major channels:

First, a web-based questionnaire aiming at German and Swedish consumers that contained standardised questions to measure the following for several product categories:

• purchase frequency of Swedish vs. other brands
• the personal importance of the brand’s Country of Origin (COO)
• the brand image among the product-related attributes quality, design, technology,
• value for money, eco-friendliness, innovation and the non-product related attributes
• sympathy, prestige, service
• the readiness to pay more for a Swedish brand than for one with unknown COO
• the image of Sweden in general and its product related country image in terms of
• marketing & production skills of the Swedish people
• Consumer ethnocentrism
• for the German sample: Frequency of contact to Sweden / information sources
• sociodemographics: age, gender, nationality, income

Second, expert interviews have been conducted to gain further insight into the management of Swedish brands and the brand Sweden. Interview partners were:

• Joakim Norén, Brand Development Sweden, Swedish Institute
• Rocky af Ekenstam Brennicke, PR Björn Borg
• Marcus Haas, Marketing Hästens
• Jens Helfrich, Internal Media Solutions Ikea Germany
• Steve Strid, Author of „The Viking Manifesto – The Scandinavian Business Approach”

Major Results of the Mandel Study and Practical Implications:

The entire Western world adores Sweden and the products and brands coming from there. Especially in Germany Sweden has a clear and positive image. Sweden is seen as a model of how to successfully balance growth and innovation with the need to protect the rights and freedoms of citizens and the commitment to protect the environment. Maintaining this brand attribute is not only crucial for the continued success of Sweden’s nation brand but also for its product brands.

Both German and Swedish consumers consider Swedish products to be innovative and eco-friendly, combining high quality with classic design. But additional to these functional aspects important symbolic values are conveyed. Consuming Swedish brands gives us the confidence of making an ethical choice and demonstrates our commitment to ideals that we perceive as Swedish: equality, diversity, sustainability.

It is Sweden’s reputation, its culture, its people and its behaviour in internal and external politics that create important advantages for Swedish companies. Vice versa, the perception of the country’s economy is vital for its total image. Swedish Brands have put the country on the map, but not proportionally to their level of success on the international market. Fifty years ago, few people could find the country on a map, today Sweden is a concept. Yet, considering the exceptional success of its brands, Sweden could and should be much better known. The brand Sweden has not lived up to its potential for two reasons: Firstly, the Swedes are culturally low-key and reluctant to talk about themselves. And secondly, Swedish companies want to be perceived as international rather than Swedish. Strangely enough, foreign owners of large Swedish brands like Saab, Volvo and Absolut seem to me more aware of the positive reputation that brands originated in Sweden have. They are very careful to still position their brands as Swedish.

The big brands we always talk about certainly are great ambassadors for Sweden and have built trust in Swedish brands. But we shouldn’t forget the small brands. Of course they don’t reach as many people. But they also have clear messages that go hand in hand with Swedish values.

To name just a few examples, take Klättermusen with their eco-friendly products, take Light my Fire with their ambition to secure human rights by producing in Sweden, take Hästens emphasising the Swedish craftsmanship, take Baby Björn promoting the involvement of dads with their kids and so on. Every brand that communicates the Swedish origin builds the brand Sweden.

The brand management of Sweden and the brand management of individual consumer brands, as small as they might be, need to intertwine in order to create a strong message of Swedish values. It should aim at creating synergies in order to maintain Sweden’s pole position in handling environmental problems as well as issues of society and humanity.

Download Study

To find out more about the results, please download an extended abstract here.

PDF Download: Swedishness Sells. How the Image of a Country influences Brand Perception and vice versa

Publishing

You are welcome to republish parts of the text, but please remember quoting the source: Mandel Consulting Study by Franziska Endter

If you are looking for detailed information for a certain product category or other information, please mail to fe [at] mandel-consulting [dot] com