Streszczenie
The aim of the article is to investigate the selected ways by which Sweden shapes
its international attractiveness using culture. The research is empirical and is directed
at verification of hypotheses stating that culture should be regarded as an
important factor of shaping Sweden’s brand and that the chain of IKEA stores is
an extraordinary channel of enhancing Sweden’s national brand with the use of
culture. The others that are worth mentioning are the Swedish Institute and the
website sweden.se.