Lost in Translation? How Scandinavian Brands Build Legitimacy Through Brand Communication in Japan

Abstract

This study examines how Scandinavian firms use brand communication to establish legitimacy in the Japanese market, which aspects they adapt to fit the local context, and which marketing activities they prioritize and why. Empirical material was generated through semi-structured interviews with twelve senior representatives from five Scandinavian design and lifestyle brands, covering both headquarters and Japanese market operations, and analysed using abductive thematic analysis. The findings show that Scandinavian firms primarily establish legitimacy in Japan through consistent communication of a brand identity rooted in Scandinavian design values and origin, adapting how that identity is expressed locally rather than the identity itself. Personal relationship-building, dealer education, physical presence and PR through design press emerge as the primary marketing instruments, while operational consistency in pricing and quality functions as an active legitimacy signal. Legitimacy in Japan is accumulated slowly and vulnerable to rapid erosion, and firms entering through distributors consistently reflect that earlier direct market control would have strengthened both legitimacy and commercial results. The study extends the heritage identity framework by showing that heritage legitimacy depends on the cultural receptiveness of the receiving market, develops culture-mixing theory by identifying a path dependency risk within assimilation fusion strategies, and contributes to relationship marketing theory by showing that shared values must be actively constructed in culturally distant markets. The findings offer practical guidance for Scandinavian firms operating in or entering Japan, emphasizing the importance of maintaining origin identity, investing in direct market presence, and treating operational consistency as a form of brand communication.