Browsing by Author "Peltola, Emilia"

Global sustainability challenges create opportunities for companies providing solutions to these challenges. According literature a strong sustainable brand is attractive for customers, shareholders and future talents. A strong brand is a major competitive advantage for companies in global markets. In brand management communication has a vital role, and therefore developing communication is important in creating and managing brand value. The aim of this study was to find out the current status of the case company’s (Metso Corporation) environmental communication in order to develop it to strengthen company’s image as a sustainable solutions provider. In the theoretical part, the concepts of a brand, communication and environmental communication were studied, as well as the role of a communication in brand building and management. The empirical part of the study consists of interviews in across the case company’s value chain (subcontractor, Metso employees, customers and customer’s customers). Answers were gathered and analyzed under themed entities. Current state of brand awareness and environmental communication were studied, as well as opportunities and challenges of environmental communication in general. Current state analysis gave background information for future development. Results varied depending on the actor of the value chain: case company was seen differently among employees than outside of the company. Final conclusion was that there is a need to develop the environmental communication. Case company has environmental solutions for customer’s needs and a great story to tell, it is just about to communicate it to the target audience.