Strengthening the brand identity of Jaloviina in Finland

Abstract

This thesis examines the potential for Jaloviina, a spirit drink from Finland, to enhance its brand identity and elevate recognition among young adults within the Finnish demographic. Employing a qualitative analysis, the research explores the perceptions, behaviors, and motivations of young consumers, assessing the cultural importance of the brand and the obstacles it faces in adjusting to contemporary market trends.

Interviews with young adult consumers highlight the appreciation of Jaloviina's resilient cultural heritage and its attachment to Finnish tradition; however, the perceived image is often outdated and at odds with today's preferences for lighter and more versatile products.

The study emphasizes the need for Jaloviina to balance its real, traditional identity with strategies that make it more attractive to younger consumers, from product development through online marketing to interactive experiences. The analysis indicates that while Jaloviina's history represents an asset, its market positioning could be furthered by an adaption of modern branding practices without losing its core cultural spirit. This provides a set of recommendations on how Jaloviina can reinvent itself to maintain relevance in the face of an increasingly shifting consumer environment.