The perception of Norway 2024

The international media coverage of Norway in 2024 was primarily driven by political decisions, sports achievements, and royal family events. The United States, Germany, Sweden, and Denmark led in content volume across editorial and social media platforms. Key topics highlighting Norway's global role included F-16 donations to Ukraine, humanitarian aid, European gas supply, renewable energy investments, and Palestine recognition. The media landscape remained predominantly neutral, with most reports being informative and occasionally positive.

Norway maintained a strong and positive global reputation in 2024, ranking 12th in the Nation Brands Index. Internationally, Norway has a good reputation in terms of governance, sustainability, and quality of life. Norway's perception ranking increased most in the categories of people and tourism. The overall perception of Norway remains more favourable in G7 nations than in BRICS nations. Norwegian products and services are widely regarded for their high quality, although they are also perceived as costly.

Norway's global competitiveness presented a mixed picture. The data revealed strong performance in governance, sustainability, development, quality of life, and inclusion. Norway performed adequately in science, education, and talent attraction. However, Norway seems to continue to face challenges in export diversification beyond oil and gas, with moderate performance in trade, product recognition, and cultural influence.

In order for Norwegian businesses to leverage the country's positive global image, companies should focus on four key areas: (1) clear export brand positioning, (2) knowledge of national associations in relevant markets, (3) linking national associations to key drivers of customer choice, and (4) active communication of these associations. By integrating relevant aspects of Norway's national brand into their own marketing strategies, particularly in areas where Norway is perceived strongly (such as sustainability and quality of life), Norwegian companies can gain a competitive advantage in international markets.