Survey gives Finland low marks as travel and culture destination

Four women added to national brand working group

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Finland took part in an extensive study last spring to ascertain mental images associated with different countries. It was the first time that Finland was involved in the survey, and the result can be seen to be a disappointment for those who are concerned about the country’s image abroad.
      Finland placed 18th in a field of 50 countries. All other Nordic Countries did better than Finland, which ranked especially low in perceptions of the country as a travel destination and cultural venue.
     
At the Ministry for Foreign Affairs, Petri Tuomi-Nikula, the official in charge of communications, says that the outcome did not come as a surprise.
      The survey involved online interviews with 20,000 people in 20 countries. It was conducted by Gfk Group, which includes 115 companies form 90 countries.
      The study examined the impressions that people had about six different areas. In administration Finland was ranked 11th. Finland also generates positive images in environmental friendliness, where it came in sixth place.
     
In creativity and know-how Finland did better than its overall ranking, coming in 15th and 13th respectively.
      Perceptions of Finland were the most negative in Latin America and Africa. Swedes and Russians had a fairly good impression of Finland.
     
Tuomi-Nikula says that the working group set up by Minister for Foreign Affairs Alexander Stubb (Nat. Coalition Party) to promote a national brand for Finland has nothing to do with the study: the group would have been set up anyway.
      Chaired by Jorma Ollila, chairman of the boards of both Nokia and Shell, the aim of the working group is to establish a base for the creation of a national brand, and to enhance Finland’s international competitiveness.
      The working group came under fire last week for having less than the legal minimum of female members. Under Finnish law, the proportion of both men and women on state and municipal committees and other similar bodies must not fall below 40 per cent.
      On Tuesday the Foreign Ministry named four women to the group, raising the total to above the 40 per cent minimum.
     
Rejecting suggestions that setting up a committee to promote the whole country seemed a bit old-fashioned, Tuomi-Nikula said that many other countries are working hard to establish a national brand. He named Sweden, Ireland, Britain, and Norway as examples.


Previously in HS International Edition:
  Guardians of our national reputation (21.9.2008)
  Foreign Ministry working group on creating "Finland brand" stirs controversy (22.9.2008)

Helsingin Sanomat