The BrandValue project addresses a critical but often overlooked pain point in the Finnish business landscape: the systematic use of brands as strategic intangible assets. Although Finnish companies often have high-level technological expertise, translating technical innovations into long-term international growth is difficult. One of the most significant reasons for this is that brand building is still perceived as too short-term marketing expense, i.e. not as a long-term productive investment.
Strong brands build trust and engage customers, which enables companies to move from price competition alone to markets with higher added value and better margins. The BrandValue project aims to change this attitude by providing business leaders and societal decision-makers with tools to coordinate product development, commercialization and internationalization.
The project measures how treating brand as capital changes macroeconomic indicators such as GDP, as well as an analysis of how combining technical and commercial expertise affects the success of companies. At the end of the project, the results will be used to compile a roadmap that will guide Finland towards stronger, brand-led economic growth.
Etla Economic Research leads the BrandValue consortium.
