So last week I attended the 2014 International Business Conference at my university, and was intrigued by a lecture on the “Brand” of Europe. It was interesting to me to take a concept as branding for business, and apply it to an entire region to appeal to tourism, local morale, and international affairs.
The outline of the presentation focused on the idea of this theoretical framework:
- Branding a region is like branding a city or a country
- Unifying a common brand can be difficult between tensions
- Europe is geographically and culturally diverse
- The countries within are associated with many different ideas and events
- Each era produced it’s own unique conception of Europe
Europe is credited with many accomplishments, many of which changed the world’s view on social, political, and economic methods.
Some of their more famous and notable achievements include the development of Democracy, Roman Law, Philosophy, new styles of art, modern banking, the Industrial Revolution, more significant human rights, and Capitalism.
These achievements made Europe and the rest of civilization into what they are today, but they did not come without setbacks. Throughout the Dark and Middle Ages, Europe experienced many difficulties, including the gradual collapse of Rome and division between different regions.
Any attempt to unify Europe failed because of diversity and differences. Following World War II, they had many other problems too worry about as well. It was very important that all the different countries shared equal powers within Europe, including Germany. They were focused on the idea of preventing another European War, and felt it was necessary to unite if ever the threat of the USSR should arise.
The overall morale was improved throughout the 50’s and on, and in the 90’s, were able to experience a high point for the European brand itself.
TIMELINE:
1957: Treaty of Rome1960’s – 1980’s: Expansion of Europe
1989: Fall of Berlin Wall, Europe expands east
1990: German re-unification with a united Europe High point of brand: 1992-2002
The European brand became successful through it’s association with the Atlantic Alliance, and the desire for strong support for homogeneous European Culture. This attitude was not able to last however, and in the mid 2000’s began to falter. In the last 12 years, Europe has experienced a significant de-branding. A result of many socio-political factors, the failure of a common European ideal can be linked with these historic events:
2003-2005: Failure to develop a European Constitution for closer union2007: Beginning of global economic crisis
2009: Greek and European financial crisis and collapse begins
Post 2007: Europe associated with economic & financial ill
So looking at all this information, it is imperative to understand the concepts. As all these things previously mentioned ultimately led to the demise of the brand itself, we must use those details in order the analyze the main idea of the problems.
Asking these questions will help paint a clearer picture:
- Is the European region too large to brand?
- Should there be a brand?
- Are the different countries simply too diverse?
So in conclusion, they determined that there are very few things that can directly assist in the renewal of a strong European brand. Aside from small variables, European brand recovery will only occur with economic recovery and time.
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