"Sweden has been voted number one in a poll of 11 nation brands for its image as both comforting and cutting edge. (...)

Sweden is admired for 'its rare combination of stable and responsible governance, honest and trustworthy people, successful cultural exports and being a prime location for investment.' (...) 'Sweden manages to square the circle - it is sexy yet reassuring.' "
BBC News | Business: Sweden tops poll of nation brands, 25 maj 2005