Country-specific branding

Country branding in the age of corona

Elna Nykänen Andersson
Elna Nykänen Andersson Press and Cultural Councellor Embassy of Finland in Stockholm

19 May 2020, 14:00 EEST


The corona pandemic has forced marketers all over the world to reconsider how they communicate about their brands. Countries are no different – even people working in public diplomacy have to get creative and find new approaches in the midst of this unprecedented crisis. In this session, I will look at Finland and Sweden specifically, talking about how we are taking care of brand Finland in Sweden, how Sweden’s international image has been affected by its unusual corona strategy and what we’ve learned so far. As one of Finland’s core goals internationally is to be a helping hand in solving global challenges, I invite the audience to share their thoughts on how Finland could help during the corona pandemic, and how we could best communicate those ideas.


A journalist, content creator and communication strategist with more than 20 years of experience from companies such as SVT, Phaidon, Monocle and OTW. A mother of two. Born and bred in Finland; living in Stockholm since 2000.