Film Branding: How the Estonia 100 umbrella brand influenced production, marketing and consumption of the Estonia 100 films

Ulrike Rohn 1  and Karli Jaanson 2
  • 1 Tallinn University, , Estonia
  • 2 Tallinn University, , Estonia


The Republic of Estonia celebrated the 100th anniversary of its independence on February 24, 2018. The celebration marked a significant milestone for Estonians and, as a way of recognizing this, the Estonian government implemented different marketing and participatory strategies for involving individuals and organizations to take part in the celebration. As such, individuals and organizations were invited to create special gifts for Estonia and its citizens. These gifts could be in the form of tangible presents or in the form of special events and cultural programs. The official gifts were marked by the official Estonia 100 (in the Estonian language: EV100) logo. One such gift to the Estonian population were a number of audiovisual productions that were enabled through special funding from the Estonian government, managed by the Estonian Film Institute. These productions included, besides 40 short documentaries about young Estonian inventors, one animation, six feature films, two documentaries and a TV drama series (EV100 2019a).1 This paper reports a study that explored the impact of the Estonia 100 brand on the production, marketing and consumption of these films and the TV series.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Aaker, David A.; Joachimsthaler, Erich 2000. Brand Leadership. New York: Simon and Schuster.

  • American Marketing Association 2019. Definitions of Marketing. (10 December 2019).

  • Chan-Olmsted, Sylvia 2011. ’Media branding in a changing world: Challenges and opportunities 2.0.’ – The International Journal on Media Management, 13,1, 3–19.

  • EFI 2018. ’Konsulideeritud Majandusaasta Aruanne 2017’. – Estonian Film Institute. (10 December 2019).

  • EFI 2019. ’Konsulideeritud Majandusaasta Aruanne 2018’. – Estonian Film Institute. (10 December 2019.)

  • EV100 2016. Estonia 100 design selected. – EV100, 3 October. (10 December, 2019).

  • EV100 2019a. ‘Estonia 100 film program’. – EV100, (10 December 2019).

  • EV100 2019b. ‘Gifts’. – EV100. (10 December 2019).

  • Kapferer, Jean-Noël 2008. The New Strategic Brand Management. Creating and sustaining brand equity long term. London, Philadelphia.

  • Keller, Kevin. L. 1993. ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’. – Journal of Marketing Research, 57,1, 1–22.

  • Kotler, Philip; Armstrong, Gary 2005. Principles of Marketing. Essex: Pearson Education Limited.

  • O’Reilly, Daragh; Kerrigan, Finola 2013. ‘A view to a brand: Introducing the film brandscape’. – European Journal of Marketing, 47,5/6, 769–789.

  • Rohn, Ulrike 2015. ‘International media branding’. – Gabriele Siegert; Kati Förster; Sylvia Chan-Olmsted; Mart Ots (eds.), Handbook of Media Branding. Heidelberg: Springer, 81–95.

  • Siegert, Gabriele; Förster, Kati.; Chan-Olmsted, Sylvia; & Ots, Mart 2015. ’What is so special about media branding? Pecularities and commonalities of a growing research area.’ – Gabriele Siegert; Kati Förster; Sylvia Chan-Olmsted; Mart Ots (eds.), Handbook of media branding. Bern: Springer International Publishing, 1–8.

  • Sullivan, Mary 1990. ‘Measuring image spillovers in umbrella-branded products’. – Journal of Business, 63,3, 309-329.


Journal + Issues