Civil Society in Sweden as a Factor of Sweden’s Image Attractiveness

— In recent years, nation branding attracts interest of scholars and academic environment� In the era of globalisation, the need to care for propoer image and perception of a state in international environment becomes even more apparent� Soft power resources are a vital element in creating a strong nation brand� The aim of the article is to verify hipothesis stating that civil society can be perceived as a soft power resource used in building the brand� Therefore, the proposed research is conducted by analysing most significant branding rankings with respect to the positions reached by Sweden, used as a model state with strong civil society�