The Brand Image of an Embassy: A Case Study of the Embassy of Finland in Stockholm
Kuparinen, Lotta (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112021755
https://urn.fi/URN:NBN:fi:amk-2019112021755
Tiivistelmä
Embassies can exist without the need for a brand, but what is an embassy without an identity? What are some of the key attributes an embassy needs in order to be representative and a fascinating foreign mission? The embassy of Finland in Stockholm is a part of the extensive network of embassies around the world working together with the Foreign Ministry of Finland.
The author wanted to focus on one specific embassy in order to delimit the scope of the research. A case study of the embassy of Finland in Stockholm, as well as a qualitative content analysis of the social media channels of the embassy were conducted in the process of this research study.
The embassy of Finland in Stockholm is a very important embassy to Finland for many reasons, for instance for its close proximity to Helsinki, the good relationship, and long history between the two countries, Sweden and Finland.
The research highlights the importance a brand image and branding have as it comes to embassies, and by conducting this research, the author wanted to remind how essential it is to pay attention to the way the branding of an embassy is done. It is not only good for the embassy itself, but also for the vital importance of the image Finland has abroad.
The author wanted to provide new or unexpected insights concerning the matter and study the relationship between the words, embassy and a brand. Concurrently, it was the author’s intention to open directions for new further research concerning the matter.
The results suggest the embassy of Finland is delivering the brand identity successfully as far as it comes to its social media channels. The social media accounts resemble strong willingness on behalf of the embassy to create interaction between the public and the accounts the embassy of Finland has in social media. The posts, images and text published suggest that the social media accounts of the embassy are aiming to try new ways of connecting with audience. The accounts highlight the great sides of both the embassy and Finland as a country in a compelling way, at the same time as they attempt to influence on the way the embassy and Finland are perceived by the public.
This thesis was commissioned by the embassy of Finland in Stockholm.
The author wanted to focus on one specific embassy in order to delimit the scope of the research. A case study of the embassy of Finland in Stockholm, as well as a qualitative content analysis of the social media channels of the embassy were conducted in the process of this research study.
The embassy of Finland in Stockholm is a very important embassy to Finland for many reasons, for instance for its close proximity to Helsinki, the good relationship, and long history between the two countries, Sweden and Finland.
The research highlights the importance a brand image and branding have as it comes to embassies, and by conducting this research, the author wanted to remind how essential it is to pay attention to the way the branding of an embassy is done. It is not only good for the embassy itself, but also for the vital importance of the image Finland has abroad.
The author wanted to provide new or unexpected insights concerning the matter and study the relationship between the words, embassy and a brand. Concurrently, it was the author’s intention to open directions for new further research concerning the matter.
The results suggest the embassy of Finland is delivering the brand identity successfully as far as it comes to its social media channels. The social media accounts resemble strong willingness on behalf of the embassy to create interaction between the public and the accounts the embassy of Finland has in social media. The posts, images and text published suggest that the social media accounts of the embassy are aiming to try new ways of connecting with audience. The accounts highlight the great sides of both the embassy and Finland as a country in a compelling way, at the same time as they attempt to influence on the way the embassy and Finland are perceived by the public.
This thesis was commissioned by the embassy of Finland in Stockholm.