Norway’s global reputation strengthens, creating new opportunities for Vestland

The report shows that international audiences consistently associate Norway with trust, quality, sustainability, and strong governance.  These perceptions provide competitive advantages in global markets. Yet the report also reveals that many Norwegian companies still underuse the power of the national brand.

You can request the full report here.

Those who know, know

One of the report’s most striking findings is the gap between Norway’s positive reputation and its relatively limited global visibility. Norway ranks 8th in positive perception, but only 31st in global familiarity. The interpretation of this is that the world still knows to little of the brand “Norway”. But those who are aware of Norway, hold the country in high regard.

The Reputation Report identifies several areas where Norway stands out globally.

Norway ranks 5th globally on governance dimensions such as transparency, human rights, democracy, and responsible international behaviour. Norway is perceived as safe, well‑run and highly liveable. It ranks 2. nd in the world on the Human Development Index. Further, the international audiences consistently associate Norway with sustainability and environmental responsibility. These are perceptions heavily influenced by the country’s nature, renewable energy leadership and climate policy.

Short distances from office to a location like this, in Loen, Vestland. Photo: Charlotte Hartvigsen Lem. 

Implications for Vestland

The findings from the Reputation Report 2025 confirm that Norway’s reputation is a strategic asset. All are attributes that strongly reinforce Vestland’s position as a global hub for green growth, where industries such as offshore wind, hydrogen, sustainable aquaculture and circular manufacturing are rapidly expanding.

Vestland’s economy is also internationally oriented, and many of the region’s industries already benefit from strong associations with Norway’s national brand. The new findings highlight two major opportunities. Firstly, it is an opportunity for stronger export positioning, as the international audiences associate Norwegian products with high quality, safety and reliability, and sustainability. Even though they also perceive Norwegian goods as expensive, this is viewed positively because higher price is associated with higher quality.

The report also states that Norway remains one of the world’s most attractive countries to live and work in. It ranks highly on equality and career opportunities, a good work–life balance, and safety. This is a great argument for Vestland’s ability to draw international talent to regional hubs in that are crucial for scaling emerging green industries.

Want to learn more about what is cooking in Vestland? Don’t hesitate to reach out!