Brand Appreciation 2025 – Airam ranks as Finland’s 27th most appreciated brand!
Taloustutkimus’ annual Brand Appreciation study has been published. In the survey, consumers rate the brands they recognise based on how much they appreciate them. To qualify for the list, a brand must reach at least five percent spontaneous awareness in the preliminary survey. This year, 699 brands were included in the study.
Consumers rate familiar brands according to how much they value them. The study also examines whether the brand is their primary choice or used alongside others, and how likely they are to recommend it (NPS). Companies cannot buy their way onto the ranking list, which makes the result particularly meaningful.
This year, the study covered 699 brands across 83 product categories. The results indicate that appreciation for domestic brands remains high in Finland. With only a few exceptions, nearly all brands ranked in the top 50 are Finnish.
The study covers:
- Brand awareness and usage
- Appreciation index
- Customer satisfaction index
- Brand attractiveness
- Brand recommendation (NPS)
- Emotions associated with the brand (new!)
- Brand image
- Product/company price level
- Future spending within the product category
- Media usage (new!)
- Network analysis of brand substitution and avoidance
- Brands perceived as responsible
- Key metrics also analysed by generation (new!)
At the top of the list once again was the trusted lock brand Abloy. It is also noteworthy that three labels communicating product origin, production method or quality ranked among the top ten: Hyvää Suomesta (Key Flag), the Nordic Swan Ecolabel and the Key Flag symbol.
Airam ranked 27th this year. This marks an impressive rise of 22 places compared to last year’s position of 49. In just two years, we have climbed an outstanding 43 places within the TOP 100 – from 70th to 27th place.
A big thank you for your appreciation and trust! We will continue to do our very best and develop our operations in the right direction.