Working with Brand Sweden in France
Description
Business Breakfast
« Working with Brand Sweden in France »
10th of March, 8:30 – 10:00
A brand is a reputation. It’s the expression of an identity, a name, a logo, values, a philosophy… In our global and digital world, it becomes a strategic and essential tool for all companies.
Sweden, a small country in northern Europe with only 0.13% of the world's population, is one of the first nations in the world having implemented an official nation branding strategy. One dimension of this strategy is to support and promote the country's exporting companies. Sweden has for a very long-time benefit from a very positive brand image abroad. The country is positioned among the leading nations in various global indices of economic performance, social commitments, capacity for innovation, governance, sustainable commitments, etc.
Many Swedish companies strategically communicate and capitalize on Swedish cultural concepts, symbols and values and export them across the world.
What happens when you apply the concept of branding to an entire country? Can companies and nations co-brand on their identity? Why and how? What are the benefits and limits?
In a world of constant turbulence, how is the Swedish image doing today according to the latest surveys and indices?
Welcome to join us reflecting on how Sweden and Swedish companies may join forces in co-branding.
Program
8:30 – 9:00 Breakfast and networking
9:00 – 10:00 Conference
Introduction: Gîta Paterson, President Swedish Chamber of Commerce in France
Guest Keynote “What is Brand Sweden today”
Madeleine Sjöstedt
Director General Swedish Institute
Madeleine Sjöstedt is currently the Director General of the Swedish Institute (SI), a public agency that builds interest and trust in Sweden around the world. SI works with Sweden promotion, cooperation in the Baltic Sea region and global development. Madeleine has a degree in Master of Laws with focus on human rights and was previously Secretary General of the liberal foundation Silc and the organization Cultural Heritage Without Borders. Between 2006-2014 Madeleine Sjöstedt served as Deputy Mayor of the city of Stockholm responsible for culture, sports and real estate. She has also worked as a senior consultant in strategic communication and public affairs.
Moderator: Anders Fogelström, President Cercle Suédois/Svenska Klubben
Panel discussion “Benefits from expressing Swedishness”
Axel Gyldén
Journalist foreign desk L'EXPRESS
Axel Gyldén is a French-Swedish foreign desk reporter to the weekly newsmagazine and digital outlet L’EXPRESS, which is one of the major publications in France since its foundation in 1953. Axel has covered political affairs in Latin America, Africa, Northern Europe, Russia and he currently follows the United States of America.
Yves Pasquier-Desvignes
President Volvo Car France
Yves Pasquier-Desvignes, President of Volvo Car France since 2014, is also board member at the Swedish Chamber of Commerce in France and President of the “Chambre Syndicale Internationale de l’Automobile et du Motocycle”. He heads a gender-balanced management committee, a principle to which he attaches great importance as a member of the WAVE association (Women and Vehicles in Europe).
Pierre Perron
Senior Vice President Head of Commercial Europe Electrolux
Pierre Perron started his career at Sony group where he was in charge of marketing before moving to leadership roles, both at local and international levels. Pierre was appointed CEO at Electrolux France in 2016. In 2022, he took the role of SVP Head of Commercial Europe. Founded in 1919, the Swedish group has become a leading global appliance company. Pierre Perron leads Electrolux's mission and vision every day on the European markets: to shape living for the better for his teams and consumers.
Hilde Van Criekinge
Country Communication Manager IKEA France
Hilde Van Criekinge joined IKEA many years ago, starting in the store in Antwerp/Belgium. From there, her diverse career evolved being market manager in the Liege - and later in the Brussels store - leading one of the IKEA top 10 stores worldwide. At the Belgian headquarters she was manager for IKEA Business, Customer Service, marketing, and ended her time in Belgium as Communication Manager. She moved to France in 2012 as Communication Manager, spent 5 years in Belgrade as Communication manager for the Region South-East Europe and rejoined the French team in February last year.
This event is featured by the Swedish Chamber of Commerce in France, Swedish Business and Policy Forum, Cercle Suédois and SWEA.
Venue: Cercle Suédois, 242, rue de Rivoli, Paris 1er
Date and time: 10th of March, 8:30 – 10:00
For those of you who are not able to attend the Business Breakfast « Working with Brand Sweden in France » in person, there will be the possibility to join online.
When you register, choose the option “online participation”.
Register latest 6th of March