Developing a Finnish brand in the European market: Marimekko, Arabia case study
Rifki, Yousra (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112732043
https://urn.fi/URN:NBN:fi:amk-2023112732043
Tiivistelmä
This thesis aimed to explore the potential of developing a Finnish brand in the European market. The focus of the study was on Marimekko and Arabia, both Finnish lifestyle brands known for their uniqueness, bold prints, and designs. The objective of the study was to investigate how branding, humanizing, customer journey, and brand relationships impact Finnish brands in the local and European markets, as well as to analyze and understand the dynamics of consumer brand preferences in European markets, and to assess their impact on the success and adoption of specific brands.
The study was conducted as a case study on Marimekko and Arabia, and it employed a quantitative research method. The data collection involved a survey with European consumers as the target group, after which the answers to the survey were analyzed thoroughly.
The findings of the study provided insights into branding in general, and an examination of Marimekko and Arabia and their position in the European market, as well as consumer brand references in the European market, and sustainability as a key branding factor for Finnish brands to enhance their performance and brand recognition and preferences for European consumers. The study also contributed to the academic literature on branding, marketing, brand expansion, globalization, and international business.
The significance of the study lies in its potential to offer practical recommendations for authentic Finnish brands seeking to enter the European market and to expand even further than that. As the study showed, based on European consumers’ opinions, Marimekko and Arabia have a great potential to expand in Europe; however, the data also showed that Finnish brands other than Marimekko and Arabia have more potential and acceptance in the European market. The study was also useful for marketing practitioners and academics interested in international marketing and branding theories.
The study was conducted as a case study on Marimekko and Arabia, and it employed a quantitative research method. The data collection involved a survey with European consumers as the target group, after which the answers to the survey were analyzed thoroughly.
The findings of the study provided insights into branding in general, and an examination of Marimekko and Arabia and their position in the European market, as well as consumer brand references in the European market, and sustainability as a key branding factor for Finnish brands to enhance their performance and brand recognition and preferences for European consumers. The study also contributed to the academic literature on branding, marketing, brand expansion, globalization, and international business.
The significance of the study lies in its potential to offer practical recommendations for authentic Finnish brands seeking to enter the European market and to expand even further than that. As the study showed, based on European consumers’ opinions, Marimekko and Arabia have a great potential to expand in Europe; however, the data also showed that Finnish brands other than Marimekko and Arabia have more potential and acceptance in the European market. The study was also useful for marketing practitioners and academics interested in international marketing and branding theories.