Finnish Values in the Global Branding of Marimekko, Kyrö Distillery and Goodio
Munkhbileg, Arvinsanaa (2021)
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
This thesis examines how Finnish values can be perceived in the branding strategies of the case companies Marimekko, Kyrö Distillery and Goodio, which are all active internationally, and how they can use their "finnishness” and to brand themselves, advance globally and engage with customers. Finnish values are communicated by the case companies in their branding as well as by the Finnish government’s nation branding entity, Finland Promotion Board. These values might form a part of their core values and affect their overall branding strategies. The literature review focuses on a variety of secondary sources to further exam-ine the key concepts of country-of-origin effect and nation branding. The country-of-origin theory explores how certain companies use the reputations of their countries to enhance their image and brand. The goal of Finland’s nation branding is to emphasize its strengths to further Finnish businesses’ advancement into global markets. Focus group interviews with international marketing and sales professionals further examine from a layperson’s point of view, the questions of the country-of-origin effect and how it affects the reputation of the case companies. The findings suggest that companies in developed countries, such as the case companies, who have a positive reputation internationally will benefit from aligning their brands with their country-of-origin.