ABLOY named among top brands in Finland


A survey conducted by respected Finnish marketing and sales magazine Markkinointi & Mainonta has placed ASSA ABLOY Group brand ABLOY as one of the top 10 brands in Finland for the first time in three years.

ABLOY placed sixth among more than 1,000 brands available in Finland in the yearly survey, which was carried out by Markkinonti & Mainonta in collaboration with market research company Taloustutkimus. The result represented the first showing of ABLOY among the top 10 brands in Finland since 2011, when the group subsidiary came in ninth place.

Jari Perälä, vice president of domestic sales and marketing at Abloy, says the company is very proud of reaching sixth position.

“Being valued and trustworthy is important for a brand that represents security and stability,” he says. “We keep on contending with an increasing amount of global competition. Yet we also keep increasing our sales and, moreover, we keep selling an increasing amount of products that are more valuable. As a company, we are heading in the right direction.”

The survey is confirmation of the success of Abloys’s brand renewal program, which was completed earlier this year. The program included a major overhaul of Abloy’s communications and marketing operations.

“In the past, we used to give technical information about our products,” Perälä says. “Nowadays, we focus more on how customers can benefit from our products and solutions.”

Abloy has also significantly increased the number of its sales representatives in Finland.

“We’re meeting more customers and giving them more insightful information,” Perälä says. “We’re genuinely investing in the whole process.”