The factors that contributed to the success of the original Finlandia Vodka also included the raw material, grain ripened in the long days of the Finnish summer and crystal-clear spring water. People see it as a Finnish product, whereas, for example, Nokia's homeland is not nearly always recognised. Nowadays the homeland of successful international brands is hardly ever mentioned in marketing. What matters most is that the brand itself is known. On the other hand, the success of Finlandia Vodka shows that Finland's being a product's homeland is at least no drawback.
Effective marketing is the only way to build a brand.
Before a decision to buy is made, the name of the drink must be known. Positive images must be associated with the name. That is the whole idea underlying the brand products industry. Every kind of product from designer jeans to cars is sold that way. Alko was reconstituted as a group of companies on a purely commercial footing three years ago.