News & Positions

The EU brand and re-building trust in the European project

AIM is reflecting on some of the key questions facing the candidates for the Presidency of the European Commission as they prepare for their first live televised debate in the European Parliament.

A brand stands for a set of values and attributes and for a promise of what it will deliver to its target group, its “constituency”. When it delivers on the promise, this generates trust and loyalty.

• What is the identity and what are the values that the candidates believe “brand EU” should stand for?
• What is the promise on which they aim to deliver during their mandate that will restore trust in the EU brand?

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Save the date: Inaugural AIM brand lecture on the “EU brand and the importance of brands for Europe“, with Brand Guru Rita Clifton, on 30 September 2014, Brussels.