How do regions and cities use the EU brand in their international marketing strategy? And can their support reinforce Europe's visibility and reputation worldwide? (Presentation at the Club of Venice meeting in Tallinn, 7 June 2013)

1. The importance of
being European
Regions and cities
supporting the EU brand
Tom De Smedt (CoR), Tallinn, 7 June 2013

2. International branding potential
regions and cities
• Booming network of regional offices for
tourism, export and investment promotion
worldwide
• Potential support for EU brand?
• Strong external reputation
– Trade effect (economy, brain-gain, etc)
– Leverage effect on internal cohesion

3. Use of the EU brand
by regions and cities
• Merely in promotion context (tourism, fdi,
export, etc)
• Sometimes for political or ideological reasons
• Exceptional case of Limburg (NL): use of EU
brand to strenghten regional identity and
engage with the own citizens

5. The aura of the brand Europe
“Continent Brand Effect”:
the automatic reputational premium that
accrues to all countries that are known to be
part of the EU: Europe is the world’s most
admired region and if a place is known to
be in Western Europe, this will always
provide an image bonus.
(Nation Brand Index,
report 2010, GfK/S. Anholt)

6. What do regional marketeers say?
Yes, we (often) use the EU brand
"Europe"
"EU"
None
Inside Europe
"Europe"
"EU"
None
Outside Europe

7. What do regional marketeers say?
• If we mention Europe, we do it
– for functional reasons (geographic reference)
– because of Europe’s good reputation in culture
and quality of products
• If we don’t mention Europe, it is
– because our brand doesn’t need it
– because of Europe’s bad
reputation in governance

8. If most regions and cities use the EU
brand, will it lead to a stronger EU
reputation and identity?
No!

9. Lack of coherence
• Incoherent corporate story:
each sender uses own interpretation of
« Europe »
• Incoherence internal vs external
communication:
European brand is useful when we go outside,
but is a taboo back home
• Incoherence communication vs policies:
what Europe is liked for, is not
what Europe is (visibly) working on

10. Lack of involvement
• EU corporate story is not a government
narrative
• Involvement of most influencial
“ambassadors” of Europe: citizens and civil
society

11. Let’s discuss
• Opportunity and feasibility of a common EU
story?
• Who claims “Europe”?
• What role for member states, regions and
cities?
• What role for citizens and civil society?
tom.desmedt@cor.europa.eu