The European Union - Brand EU

The European Union barely survived after the new constitution was rejected by voters in 2005 . One of the principal concerns of the citizens of France is that the individual powers of each nation might be less than what they currently are . To some people , this idea holds promise . Many people are disenchanted with their national governments To these people , the European Union can provide an alternative . In light of the failure in 2005 for the resolution of the European Union 's constitution , perhaps the European Union can use the principles of brand

marketing to gather more votes towards its next ratification

Many studies have been done exploring brand loyalty by consumers . The benefits of the European Union can be viewed as products . As such , the European Union becomes a brand of government . It promotes universal currency , ease of movement , protection for human rights , and a competitive economic system . Consumers form relationships to the brands they use and choose . When local governments are viewed as brands , it is easy to discern some of the factors that lead to brand loyalty - 1 consistency , 2 ) accommodation , 3 ) interdependence . Good governments recognize these factors and can sell themselves to the populace . The European Union can use these traits to market itself to the populace of Europe

With successful marketing strategies , the brand EU stands a strong chance of survival . People who feel their relationships with local governments lack consistency , accommodation , and interdependence can look to the EU to provide these supports . Also as a brand , EU is easily recognizable . It is also easily propagated . The European Union does not need to advertise itself as a replacement for local governments either . It can present itself as a complement to local governments appealing to those in the member countries who feel disenfranchised or as if they have no voice . Many young people now growing up in EU member states can form more of an identity with the EU model as a viable power source in the world , than they can with their home nation

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