Search results for "merkkitavarat"

Cultural impact on international branding : a case of marketing Finnish mobile phones in China

2001

Hundreds of Finnish brands have been launched in China. How do the Chinese perceive these brands and think about the brand names in Chinese? Will the Chinese associate the images with Finland? And what is Finland in Chinese eyes? … In short, how to manage a brand in China? Finnish corporations usually practice three types of branding approaches. The first one is to keep every elements of the brand exactly the same as it in European market and only to substitute the original text with Chinese characters. Only a few companies apply this approach because people are more aware of the impact of cultural differences. Slogans, for example, may not have the same persuasive power and effectiveness i…

Export and import of sporting goods

2001

Brandin arvo ja tunnettuus : Hackman Metos Oy myymälälaitemarkkinoilla

2002

Customer-Brand Relationships in the Context of Digital Brands

2022

This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand lovi…