MEDIA AND BRANDS : A study of Helsinki’s Brand Image Acknowledgement in Foreign Media
Biedma-Martinez, Irene (2012)
Biedma-Martinez, Irene
Laurea-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012070113004
https://urn.fi/URN:NBN:fi:amk-2012070113004
Tiivistelmä
This Bachelor’s study involves collaboration with Helsinki Tourism and Convention Bureau (HTCB) in regards to the brand image created in 2005 for the city of Helsinki and its recognition by the foreign media. Since no previous study of this characteristics have been performed for HTCB this thesis will provide useful information to HTCB in regards of Helsinki brand equity’s image acknowledgement, which will aid in the assessment of the current state of the brand and assist in its re-structuring for the future if needed so.
The research problem, “IS THE HELSINKI BRAND IDENTIFIED BY FOREING MEDIA?” will be answered by studying the 113 items delivered by HTCB which consist of video, magazines, newspapers and online format articles from which 85 were suitable for the study, which uses context analysis as the method to analyze the different media items due to its flexibility of providing measurable data which can be contextualized for a better understanding of the results.
The main results show how Tuomiokirkko or Helsinki cathedral is recognized as a symbol of Helsinki’s skyline, being visually portrayed in 36 articles and used as opening image for 26 of them. Helsinki’s fashion and interior design is another item highly recognized and together with architecture it is the base for 31 articles out of the 85 examined.
In regards of Helsinki customer services and Helsinki society no significant portrayal of the brand in the media has been found. Suommenlinna as a Unesco World Heritage Centre, the Baltic location of Helsinki and a park-like compact city image have also failed to be sufficiently acknowledged.
The study came to the conclusion that there is not enough awareness of the proposed brand equity among the foreign media. While it does not portrait a negative or misguided image of Helsinki, it is important for HTCB to redirect their promoting efforts towards missed points of the brand.
The research problem, “IS THE HELSINKI BRAND IDENTIFIED BY FOREING MEDIA?” will be answered by studying the 113 items delivered by HTCB which consist of video, magazines, newspapers and online format articles from which 85 were suitable for the study, which uses context analysis as the method to analyze the different media items due to its flexibility of providing measurable data which can be contextualized for a better understanding of the results.
The main results show how Tuomiokirkko or Helsinki cathedral is recognized as a symbol of Helsinki’s skyline, being visually portrayed in 36 articles and used as opening image for 26 of them. Helsinki’s fashion and interior design is another item highly recognized and together with architecture it is the base for 31 articles out of the 85 examined.
In regards of Helsinki customer services and Helsinki society no significant portrayal of the brand in the media has been found. Suommenlinna as a Unesco World Heritage Centre, the Baltic location of Helsinki and a park-like compact city image have also failed to be sufficiently acknowledged.
The study came to the conclusion that there is not enough awareness of the proposed brand equity among the foreign media. While it does not portrait a negative or misguided image of Helsinki, it is important for HTCB to redirect their promoting efforts towards missed points of the brand.