Eduplus Ltd. and the brand landscape : a close look at the Finnish education exporting brand landscape
Reinikka, Martiska (2013)
Reinikka, Martiska
Metropolia Ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014082713612
https://urn.fi/URN:NBN:fi:amk-2014082713612
Tiivistelmä
This thesis examines the brand of an education company Eduplus Ltd. under the umbrella brand of Finland in IEFE 2013 in Saudi-Arabia, and how it is positioned compared to other education companies. The purpose of this thesis is to find out how Eduplus Ltd. can best leverage the national brand and use it to its advantage in the upcoming exporting events. It also explores the Eduplus Ltd. brand and what strengths and weaknesses it has.
The theoretical part takes a look at the general definitions and theories of brands and how they are managed and defined. The theories of brand identity and brand positioning are defined and analysed. It also explores the theories of Anholt and Nebenzahl on Competitive Identity and how it shapes nations. National brands differ from normal brands because they are an umbrella brand for the national companies. Also a peek is taken at the Finnish educational export business and how it is managed right now.
Finland has only recently started to take care of its national brand. In 2008 Finland produced a book for building a better Competitive Identity that discussed every branch of Finnish life. This was the first step toward managing a national brand for Finland, and was followed by creating better defined projects like Team Finland and Future Learning Finland. Although this has been a good start, the Finnish national brand is still defined by a few big brands like Nokia and Rovio.
Five education organizations were interviewed during IEFE 2013 Exhibition on the subject of brands and Finnish National brand. These organizations included companies, universities and vocational schools. All agreed that there should be better cohesion and synergy between the Finnish companies. Although there was criticism on how the government had managed the delegate to Saudi Arabia, it was still seen as an important venture for all the organizations.
The thesis results indicate that small education companies like Eduplus Ltd. should use clusters like Future Learning Finland to start their education exporting. Because Finnish education companies are so small, there is a real need for cooperation and joint ventures. It would be beneficial for all the Finnish exporting companies as well as to the education industry, to cooperate rather than compete.
The theoretical part takes a look at the general definitions and theories of brands and how they are managed and defined. The theories of brand identity and brand positioning are defined and analysed. It also explores the theories of Anholt and Nebenzahl on Competitive Identity and how it shapes nations. National brands differ from normal brands because they are an umbrella brand for the national companies. Also a peek is taken at the Finnish educational export business and how it is managed right now.
Finland has only recently started to take care of its national brand. In 2008 Finland produced a book for building a better Competitive Identity that discussed every branch of Finnish life. This was the first step toward managing a national brand for Finland, and was followed by creating better defined projects like Team Finland and Future Learning Finland. Although this has been a good start, the Finnish national brand is still defined by a few big brands like Nokia and Rovio.
Five education organizations were interviewed during IEFE 2013 Exhibition on the subject of brands and Finnish National brand. These organizations included companies, universities and vocational schools. All agreed that there should be better cohesion and synergy between the Finnish companies. Although there was criticism on how the government had managed the delegate to Saudi Arabia, it was still seen as an important venture for all the organizations.
The thesis results indicate that small education companies like Eduplus Ltd. should use clusters like Future Learning Finland to start their education exporting. Because Finnish education companies are so small, there is a real need for cooperation and joint ventures. It would be beneficial for all the Finnish exporting companies as well as to the education industry, to cooperate rather than compete.