Should there be a “Europe” brand?

2011-05-11Mihalis Kavaratzis

Does Europe have an identity that could be used and managed in terms of branding?

An increasingly common feature of EU policy documents is the reference to place branding and its potential for European countries, regions and cities. Indeed, recent years have seen the growth of place branding based on its potential to assist in economic, tourism, social and cultural development. This practice is popular and significant amounts of money are invested by local and national authorities in branding activities. Place brandings can be applied to all scales of places, i.e. from towns and cities to national and supranational entities.

In this sense, Europe is also a place brand. Just like all other sorts of brands, Europe is, more than anything else, a jigsaw puzzle in peoples’ minds. Europe is evaluated and assessed by people in the same way that brands are. This means that there is no single Europe but many; as many as people who have an image of Europe in their mind. The theoretical, politics- and policy-related implications of this idea are significant but lie outside the remit of this post. It is the potential and challenges of the “Europe” brand that is discussed here.

What are the challenges in thinking about a “Europe” brand? First, a place brand needs to be based on identity. Does Europe have an identity that might be tapped into and become manageable in terms of branding? It is highly doubtful with all the different cultures and attitudes that comprise Europe. Second, a place brand needs consistency. Is Europe a consistent entity? Not really, if we think of all the differences in geographical landscapes, lifestyles, political orientations and, importantly, economic conditions. Third, a place brand needs transparency. Is Europe transparent? It’s not, if we think of the various traditions and ways of doing business in different European countries or if we seriously consider the politics involved in decision making. Finally, a place brand needs leadership. Is there anyone in Europe who could provide this leadership and the vision and inspiration that come in its train? Not really.

What would be the benefits of a “Europe” brand? That is more difficult to outline. It might provide a vehicle of identification of what it means to be European. It might also provide a clearer distinction of what is not Europe. This is one of the main benefits of place brands: they help understand what and who we are against what and who we are not. A clear benefit would be related to tourism, which is the field where place brands have, to a great extent, proven their effectiveness.

There might be more benefits but, in my view, there is one that really matters: if we start discussing a “Europe” brand, we might end up discussing all the things that connect and divide Europeans in a way that the EU has (not) managed to do. This alone would be a very welcome discussion. It might not lead to a brand “Europe” but it might lead to a brand new understanding of Europe, which is something that is certainly missing.

Mihalis Kavaratzis is researcher, adviser and lecturer on place marketing at the University of Leicester and at the International Business School in Budapest

More from Euroclick:

Should Greece leave the eurozone?

2011-09-16József Péter Martin

There seems to be no solution to the Greek crisis – as yet. Some say Greece will leave the eurozone, which would ease its situation and that of the EU. What is the probability of a Greek secession?

Why is the EU not liked despite so far being a successful project?

2011-07-26Zsombor Pál

As a project, the EU has been fairly successful, although as a brand, it is an utter failure. What is the reason for this contradiction?

Big ain’t beautiful – why Hungary has troubles with its higher education

2011-05-24Zoltán Pogátsa

State funding in Hungarian higher education encourages a pursuit of size rather than quality. The educational profile is in a mismatch with the requirements of the economy, which is a crucial bottleneck of development. Where is the way out from this situation?

Should Europe abandon nuclear energy after Fukushima?

2011-05-06Péter Zentai

Germany’s close-to-business government has made a 180-degree turnaround by coming out against nuclear energy after Fukushima. Why are other countries seemingly not following Berlin?

What is the image of the Hungarian presidency in Brussels?

2011-04-27Piotr Maciej Kaczynski

The skilled Hungarian public administration is performing better than expected but Hungary's presidency is politically irrelevant. What went wrong – and what has gone right?

About the blog

This blog delivers opinions and interpretations on current events about the economy in the context of the EU, Hungary and Central and Eastern Europe. We live in turbulent times; the financial crisis affects all of us and has changed some economic rules and paradigms, as well as those of European integration. Here, you will read intellectually inspiring pieces – you do not necessarily have to agree with every post, but you will probably have your own opinion concerning their topics. Our goal is to make you think about what is happening in the European economy. Hungarians and expats with different backgrounds living in Hungary will be asked to contribute: businesspeople, managers, researchers, journalists, representatives of NGOs, those who have special knowledge in this field. Politicians? We will see. Party propaganda – no thanks; policy issues – why not? If you feel like writing a post, do not hesitate to contact me: martin.jozsef.peter@gmail.com.

About the editor

József Péter Martin was trained at the Corvinus University of Budapest as an economist; he also studied in Leuven (Belgium) and Groningen (The Netherlands). He started his career in journalism at the Hungarian business daily Világgazdaság, then worked 12 years at the editorial office of business weekly Figyelő, where, after several other positions, he was editor-in-chief from 2003 until 2009. Nowadays he appears regularly in the domestic and international media as an economic and EU analyst and columnist. He is author of more than a thousand articles and dozens of studies on economy and politics. In 2010, he co-authored a book on the financial crisis (“Álomcsőd” – The Default of a Dream). He also holds lectures on European studies and economic journalism at the Corvinus University of Budapest. He is a member of the supervisory board of Transparency International in Hungary.