Country Branding in a Chinese Context: Using a Swedish Example

Abstract: Problem Discussion Globalization and social media are factors that enhance the importance for countries to communicate their identity. The dynamics of competition has changed and in order to improve economic performance, attract tourism, trade and investment opportunities a strong country brand is needed. Project Objective This report aims to illustrate how country branding is done in China today, potential development during coming years and what is needed to succeed in creating a strong country brand in China. Furthermore, the report focuses on Sweden’s presence in China and Sweden’s country branding efforts. Methodology A qualitative approach for the research has been conducted with a cross-sectional approach. The information has been collected primarily through in-depth interviews and desktop research. Theoretical Framework The theoretical framework consists of the expertise of authorities within the field of country branding; Philip Kotler, Wally Olins and Simon Anholt, published research and publications as well as additional desktop research. Empirical Data 23 in-depths interviews have been conducted with, among others, government bodies and company representatives, covering 13 countries; Canada, Chile, Finland, France, India, Indonesia, Israel, Malaysia, South Africa, Sweden, Switzerland, the UK and the US. Conclusion China will soon become the largest economy in the world. At the same time the competition on today’s market has never been tougher. Countries are no longer platforms from which companies operate, they are brands, and are all fighting for China’s attention. To develop a successful branding strategy in China countries need to understand the level of government control, what the government is looking for, and the competition it experiences from the social media. A branding strategy has to be suitable on a regional and local level, not just at a national level. It demands an understanding of changing values and expectations of the Chinese people both in the sense of a rapid diverse economic development but also due to geographical and cultural differences across the nation.