TITLE

Strength through branding

AUTHOR(S)
Ljungberg, Niclas
PUB. DATE
May 2006
SOURCE
Brand Strategy;May2006, Issue 202, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
21058481

 

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