The brand of the year was selected by a panel appointed by the Finland Chamber of Commerce. The panel included branding and immaterial rights professionals.
The brand of the year award is awarded to a company with an appropriately protected and successful brand. The management of the brand must also be of high-quality, long-term and appropriate. The title was awarded for the second time.
“The Yle brand is dear to Finns, and it is fantastic to also get recognition for Yle’s long-term brand development from top professionals in the field. The award demonstrates that we at Yle have understood the importance of our brand in a very comprehensive manner. The success of the Yle brand is, after all, the result of work by everyone at Yle. We have raised the level of ambition in brand development because we want to ensure that Yle, which turns 95 years this year, will be significant to various Finns also in the future,” says Yle’s Director of Communications and Brand Jere Nurminen.
Yle’s brand was praised for its strength in the rapidly changing world. The jury of the competition also mentioned Yle’s success when responding to customers’ needs and strong competence in target group knowledge as reasons for the award.
“Here at Yle, branding is small everyday actions that arise in interaction with the surrounding world. We are building an inspiring, independent and multi-voiced public service media that is strongly linked to the present. This will constantly create value for the public and society in general,” says Yle’s Brand Manager Janne Saarinen.
The brand of the year was awarded at the Suuri brändipäivä event held by the Finland Chamber of Commerce on 8 June 2021. The event was held online.