Bettina Schatz

How to Establish a Corporate Identity for the European Union: Development of a Brand Concept to Create an "Us-feeling" Amongst European Citizens Bettina Schatz

Since the financial crisis hit Europe in 2008, Europe has had to face a negative downward trend with respect to the perception of the EU. Various financial and legal measures were taken, but they could not improve Europe?s reputation among its citizens. In general, a common European identity has not been established yet although the outside world asks for a homogenous Europe with a single image that is conveyed to the world. Therefore this book focuses on how to brand the European Union in order to further strengthen the ongoing consolidation process of the EU. The objective of this book was to answer the question of how to establish a Corporate Identity for the European Union. This question aimes to close the gap between existing definitions of European Identity, on the one hand, and various Brand and Nation Branding Concepts, on the other hand. The goal is to find an applicable branding model for the European Union.