Strength through branding

Ljungberg, Niclas
May 2006
Brand Strategy;May2006, Issue 202, p36
Trade Publication
The article discusses the need for the European Union (EU) to launch a branding effort to engage global consumers and improve the worldwide reputation of the region. Nowadays, majority of people are confused of the existence of Brand Europe and Brand EU. This triggers the European Travel Commission to create a campaign to rebrand Brand Europe to the new Europe Unlimited. However, this endeavor could be difficult since people living in the region are not familiar with its new identity.


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