Brand building by establishing being Nordic : Case study: “The Nordic Way” by Finnair
Hänninen, Jenni (2018)
All rights reserved
Julkaisun pysyvä osoite on
This study aims to give Finnair a clearer vision about whether they should use their new brand slogan “The Nordic Way” internally to motivate the staff or also externally in marketing communications. The aim of this research is to investigate how Finnair’s target groups in Asia, Chinese, Japanese and South Korean consumers, perceive the Nordics and what they value on the Nordics, in order to use this definition to improve brand building and determine the best visual appearance for each region in order to attract these groups to travel to the Nordic region with Finnair. Therefore this study intends to answer the following questions: How do Asians perceive the Nordics? Which Nordic qualities are valued the most by each target group? Should Finnair establish it being Nordic in their marketing communication? The study was implemented with quantitative research at Helsinki-Vantaa airport to the passengers at the non-Schengen area. The research method chosen proved a good method to gather a lot of data, even though it has limitations in that I will not be able to ask any questions from the focus group if questions arise. The questionnaire was executed using the SurveyMonkey survey platform and responses were gathered individually from each interviewee using a tablet with the Survey-Monkey application. I also made some notes using observation techniques during the interviews. Survey data was analyzed by using the statistics which SurveyMonkey provided. Results show that the most attractive and valued elements for the target group are silence and peace and suggested that we could draw a conclusion that the Nordics is highly associated with pure nature and calmness, which the focus group is also attracted to the most. It could be inferred that these elements should also be underlined in the branding and marketing communications, in order to create an interesting and appealing brand among this focus group. However this research has also shown that the Nordic region and the Nordics are still relatively unknown terms among Asians and the results indicate that “The Nordic Way” slogan should not be introduced or used without reference to familiar associations to the target group.