BACKGROUND A great interest of researchers has been attracted to the phenomenon of country-of-origin (Andéhn et al., 2016). It is argued that companies could increase competitiveness in the market by implementing a COO into the company's branding strategy (Guercini & Ranfagni, 2013). However, prior research on COO has been focused mainly on the investigation of customer perspective, while the producer's (e.g.firm) perspective was not taken into account (Brodie & Benson-Rea, 2016). Thus, the understanding of COO branding has to be expanded. Furthermore, the use of a COO can not be managed as independent marketing activity (Bhaskaran & Sukumaran, 2007) and has to be rationally implemented into the brand (Brodie & Benson-Rea, 2016). This creates a gap in the knowledge of how firms manage the use of a COO and how the COO is implemented into the company's brand identity. This gap can be addressed by evaluating the producer's perspective and the COO's impact on the brand identity and branding strategies. PURPOSE The aim of this study is to extend the understanding of the impact of the COO on the brand identity of Swedish SMEs. Additionally, to investigate the use of Sweden in branding. METHOD To fulfill the purpose of the study, exploratory qualitative research is executed, employing a multiple-case study design where nine cases were selected to develop an in-depth understanding of the research topic. CONCLUSION Based on the research, the COO has a strong impact on the brand identity of Swedish SMEs. As it can be seen from the empirical data, the brand identity of Swedish SMEs is impacted by the COO in terms of personality, physique, and culture dimensions on the key characteristics of the origin. Additionally, the COO is implemented into the Swedish SMEs branding through nine strategies.