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EU branding. Efforts to improve the EU image

Author

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  • Ioulia Elmatzoglou

    (Secretariat General for Public Diplomacy and Greeks Abroad | Ministry of Foreign Affairs)

Abstract

The aim of this paper is to examine to what extent nation branding can be applied to the European Union (EU) concerning EU efforts to enhance its image and reputation, particularly after the arrival of several crises such as the economic and migration crisis, Brexit, etc. Exploring previous but also current attempts of the EU to better communicate itself, the paper shows how EU communication shifted from communication campaigns focused on politicized issues such as EU citizenship, “EU public sphere” and a “common sense of belonging” to a more pragmatic “branding” strategy. The sui generis nature of the EU is also taken into consideration in a comparative analysis between nation and EU branding displaying similarities, particularities or constraints the EU presents regarding branding issues. Emphasis is also put on the May 2019 European Parliament election campaign where the new EU branding strategy was applied more systematically.

Suggested Citation

  • Ioulia Elmatzoglou, 2020. "EU branding. Efforts to improve the EU image," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 326-335, December.
    • Handle: RePEc:pal:pbapdi:v:16:y:2020:i:4:d:10.1057_s41254-020-00180-5
    DOI: 10.1057/s41254-020-00180-5
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    1. repec:bla:jcmkts:v:44:y:2006:i::p:533-562 is not listed on IDEAS
    2. Andreas Follesdal & Simon Hix, 2006. "Why There is a Democratic Deficit in the EU: A Response to Majone and Moravcsik," Journal of Common Market Studies, Wiley Blackwell, vol. 44(3), pages 533-562, September.
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