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Yle is Finland's third highest valued brand and the most valued media brand in 2020

Seurue ruokapöydän ääressä puutarhassa katselee Yle Areenaa kännykältä.
Seurue ruokapöydän ääressä puutarhassa katselee Yle Areenaa kännykältä. Picture by: Laura Mainiemi / Yle Yle,mobiililaitteet,älypuhelimet,Yle Areena,brändikuvat 2020

Finnish people are showing increasing appreciation for Yle’s brand. Of all Finnish brands, Yle is the third most highly valued. The company has improved its position by two places since last year.

The Brand Value (Brändien arvostus) 2020 survey asked consumers which Finnish brands they appreciate the most. Fiskars came first, with Fazer in second place. Yle ranked third and, as in the previous year, was also the most appreciated media in the survey. Of media brands, Aku Ankka (Donald Duck) magazine ranked second in 62nd place.

"This outstanding result shows how important Yle is for Finnish people. The exceptional year of the coronavirus pandemic has highlighted Yle’s importance further. Thanks for this go to everyone at Yle. We have a strong team of professionals who are committed to Yle's mission and brand and who work every day to give the best possible service to a variety of Finnish people", rejoices Jere Nurminen, Director of Communications and Brand at Yle.

The survey also asked if people feel they receive the best value for money and if they would recommend a specific brand. Yle also ranked highly in these categories. This year’s survey included 534 brands, or around one hundred less than in 2019.

Taloustutkimus and Markkinointi & Mainonta have conducted the Brand value survey since 1997. As in 2019, an online survey was used to collect the data, and the content of the survey also remained largely unchanged from the year before.