Why set up shop in Norway

The findings come from the annually updates Anholt Nation Brands Index, an index evaluating how people in different countries perceive the reputation and image of other nations. The rankings are based on responses from thousands of people across different countries.  

Download report here. 

Sustainability and quality of life

Norway’s overall nation brand remains strong. The index shows Norway's performance is particularly strong in transparency, environmental responsibility, and human development, reflecting its long-standing commitment to social welfare and global sustainability. Norway performed exceptionally high in the dimension of governance, climbing to the podium (3rd) in 2024, only behind Switzerland and Sweden.

Perceptions of Norway varied across different countries and economic coalitions. Norway’s image was slightly stronger among business executives, compared to the global general population in Nation Brands Index 2024. Norway ranked 11th overall in the eyes of business executives, and 12th among the general population.

Generally, G7 nations held a more favourable view of Norway compared to BRICS nations, with some exceptions. Notably, Norway had climbed 23 places to rank 12 in China. Conversely, in Germany, Norway dropped six places, losing its second-place position. The growing geopolitical polarisation worldwide has likely influenced how Norway’s events and political decisions are perceived internationally.

A good work-life balance and good access to nature is one of the advantages working in Norway. photo Charlotte Hartvigsen Lem. 

Top 10 for nation brands

Over the past few decades, the top 10 positions in the Nation Brands Index have been dominated by a relatively consistent group of countries, with their rankings shifting due to intense competition:

• Japan
• Germany
• Italy
• Switzerland
• United Kingdom
• Canada
• USA
• Sweden
• Australia
• France

Six key dimensions

The survey encompasses 50 countries worldwide, with a total of 38,000 interviews conducted across 20 panel countries.

The NBI ranks countries based on six key dimensions:  

• Exports – How favourably people view a country's products and services.  
• Governance – Perceptions of government competency, fairness, and commitment to global issues.  
• Culture & Heritage – Recognition of a country's cultural heritage and contributions to global culture.  
• People – Reputation of the population in terms of friendliness, openness, and competence.  
• Tourism – Appeal of the country as a tourist destination.  
• Immigration & Investment – Perceived attractiveness of the country for living, studying, or doing business.

Highlighted in contrast blue: Categories where Norway scores statistically significantly higher than the average of other countries in the Anholt Nation Brands Index 2024.