The School of Business project team develops strategies to boost international corporate brand recognition

Students Linh Dao and Emma Rouhesmaa (marketing), alongside Payam Salarvand (Business Analytics), completed an intensive six-week Customized Student Business Project for the School of Business Dean’s unit. 

The project examined how the Aalto University School of Business can increase its international brand recognition and foster collaboration opportunities with organisations headquartered outside Finland.

The study focused on how companies perceive university partnerships, what motivates them to collaborate with international business schools, how the School of Business is perceived abroad, and how the school can better communicate its strengths in international markets.

The research team combined benchmarking, 21 specialist interviews, comprehensive desk research, and digital marketing analysis of LinkedIn and website content, focusing particularly on four markets of special interest: Germany, Spain, Sweden, and Vietnam.

Strengths and opportunities of the School of Business

The project found that while the School of Business already has several strong advantages, including high-quality students, international accreditations, research expertise, multidisciplinary identity, and a strong Nordic innovation profile, these strengths could be communicated more confidently and clearly across channels, especially from the company’s perspective.

Therefore, the team developed a three-part strategy for the school, combining general brand attractiveness, immediate actions for the school’s website and LinkedIn page, and a market-focused outreach strategy.

Warm reception to the results from the Dean’s unit

According to the Head of External Relations Jonna Söderholm, the team exceeded expectations. ‘I was impressed already in the mid-term meeting and I’m even more impressed now. And you should know, I'm not easily impressed. Many of the initiatives recommended by the team are worth including in the school’s action plan.’ 

The Dean of the School of Business Timo Korkeamäki commented that the students had managed to answer the broad research question very well and given us a lot to think about. ‘Thank you for very valuable information,’ he says.

Assistant Professor Iiris Saittakari from the Department of Management Studies, who acted as the project's academic supervisor, also praised the team. ’Emma, Linh, and Payam demonstrated a strong understanding of the university sector and Aalto’s position among its international peers, delivering insightful findings and presenting them professionally on a tight timeline. They performed very well under pressure, and it was a pleasure to work with them.’

Presentation to the Advisory Boards

The team also presented their findings in the joint meeting of the school’s Corporate Advisory Board (CAB) and International Advisory Board (IAB), bringing the research to an audience of senior business leaders. The meeting included Sanna Suvanto-Harsaae (Chair of Finnair and Posti), as well as partner company leaders Lari Hintsanen (Country Managing Partner, Deloitte Finland), Tom Nyman (CEO, KPMG Finland & Estonia), Kauko Storbacka (CEO, PwC Finland), and Sailamarja Kähkönen (Managing Director, ABB Finland). The Corporate Advisory Board members, who also represent the Helsinki School of Economics Support Foundation, included the Chair of the Board Elina Björklund, Board Member Pekka Laaksonen, and CEO Salla Vainio. The School of Business was represented by Dean Timo Korkeamäki, Head of External Relations Jonna Söderholm, and Senior Manager for Corporate Relations Annemari Rautio.

The presentation was met with a positive response. Those present expressed appreciation for the depth of the study and the clarity of its recommendations, and the findings prompted a lively discussion about how the School of Business can strengthen its standing among international companies going forward.

Steps toward international brand recognition

Overall, the project concluded that the School of Business has a strong foundation for international collaboration with companies. The findings highlighted the important role of alumni and existing networks, both formal and informal, in building bridges to international companies.

Alumni stories, international career paths, and partnership testimonials can make the school’s brand more tangible and credible both abroad and in Finland. The next step is to communicate this value more clearly, confidently, and accessibly to international companies.

By strengthening its messaging and using existing networks more systematically, the School of Business can improve its international brand recognition and create new opportunities for meaningful company collaboration.