Swedish nation branding in crisis : A study on the Swedish nation branding strategy and the migration crisis' impact

• Main Author: Rosi, Alessia
• Format: Others
• Language: English
• Published: Uppsala universitet, Statsvetenskapliga institutionen 2017
• Subjects: nation branding; constructivism; soft power; migration crisis 2015; NSU; Sweden; Political Science; Statsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-324214

Swedish nation branding has been studied with the main purpose to contribute to the research field of integrating the nation branding concept into IR. The study conducts a detailed description of Swedish branding strategies and its government’s statements of the migration policy change, during the peak of the migration crisis of 2015 through the theoretical framework of constructivism and soft power. This has been examined with the aim of describing the evolution of the strategy and the government’s statements during the migration crisis in order to clarify how a crisis can affect future branding strategies. The findings show that in a changing international arena, there is a significant need for nations’ branding strategies to be realistic and competitive in order to be able to obtain soft power.