> preferably contain the letters Å, Ä or Ö

Yes, but why prefer these letters?

I don’t know Swedish. Is it because these diacritics make the names seem more exotic?

Those are the letters we have that are distinct from English. Not exotic to us, but yeah, "weird letters" is probably considered part of the international brand now.

By the way, we consider them unique letters, not A and O with diacritics. The Swedish alphabet goes …XYZÅÄÖ.

Oh, and I just learned that we only officially added W in 2006. Before that, it was considered a variant of V. We still pronounce them the same, which is why many swedes will mix them up when speaking English. Mostly in the W->V direction, but I've heard the opposite happen too.

I guess it helps with emphasizing their Swedish identity, which is one of their goals with naming. Doesn't gel too well with "feels good to say" for a non-native speaker, but I see their point.

Most likely. In the early 90s there was a knock-off of Ikea called Stør which used the ø for exoticism. I had assumed that it was a Danish company, but apparently, not: https://en.wikipedia.org/wiki/STØR (The store where I bought some of my first furniture from—off the 60 in City of Industry—was quite possibly the original location).

> I don’t know Swedish. Is it because these diacritics make the names seem more exotic?

of course. Haagen Dazs, Motorhead, etc have known it loooong ago

Not sure why, but when I see certain diacritics with latin alphabet, my brain tries to place the language somewhere in Europe. I don't know if I can call that an exotic feeling but it certainly feels foreign.

Yës

röck döts https://en.wikipedia.org/wiki/Metal_umlaut

A møøse once bit my sister...