Gc world

• Europe


  • 27 member states
• Ancient Greece (1100 BC - 146 BC)


  Power, empire, and civilization
• Democracy in Ancient Greece

  • Free people, free citizens of Athens were able to vote and were able to commonly decide for any important issue
  • Great development of arts and sciences
  • Ancient Olympic games
• Age of Polises


  Most important period in Ancient Greece, 8th century BC-4th century BC
• Ancient Rome


  Covers 8th century - 5th century AD, starting from a city-state it grew to a large empire, starting from kingdom, it became a republic then an empire
• Roman Empire


  • Knowledge of how to make citizens in one place, the high level of citizens, to being able to make a successful society
  • Citizens - large area, large number of people
  • Rules - roman law (one of the bases of current law systems)
  • Society
  • Governing
• Arts in Ancient Rome


  • Architecture
  • Sculpture
  • Painting
  • Mosaic
  • Literature
  • Theatre
  • Latin language
• Nonstop conquering wars in Ancient Rome


  Strategy, military tactics
• Early Medieval Centuries


  Confusion, mass, attacks, and nations rise and fall
• Christianity in Early Medieval Centuries

  • First persecuted in ancient Rome but in 4th century it was first allowable (312 AD) then even proclaimed as the religion of state (380 AD)
  • Safety for many people in the hard times of the barbarian attacks
  • Strong alliances are formed between Church and state: more and more sovereigns convert to Christianity with all their people
  • Monk-movements, chloisters, missions – science and arts
• Migration in Early Medieval Centuries

  • Germanic tribes such as goths (Visigoths, Ostrogoth), the Vandals, the Anglo-Saxons, the Franks, etc. – they were later pushed westward by the Huns, the Avars, the Slavs, the Bulgars, etc.
  • Moorish invasion
  • Later invasions – such as the Viking, the Norman, the Hungarian
• High Middle Ages (1000s-1300s)

  Kings, knights, and lords and villain, strong kingdoms promoted by Christian church, monasteries, cathedrals, castles and fortresses, lords and villains, age of knights, plague, crusades
• Renaissance (ca. 1300s-1500s)


  Citizens, welfare, arts, sciences, and celebration of life, stronger citizens, humanism – rediscovering the joy of life, great development of arts and sciences, bloomy commerce that gives richness, especially high development in Italy and in the low countries (Netherlands), Trecento, Quattrocento, Cinquecento. These three centuries mean the very, very bright era where citizens became stronger, getting richer of course, that was the very blossoming era of humanism
• Age of Discovery 1 - Initiatives and Beginning (ca. 1400s-1700s)


  Conquests, richer citizens want to find new routes for commerce, routes to India and China are already monopolized by Arabians and Italians, development of shipping techniques – Portuguese, Spaniards, dutch, british, french
• Age of Discovery 2 - Colonization


  First settlements were made on the coasts of North and South America – conquerors later extended their military and economic influence to internal territories, too, Invaders mostly were trading and took the goods violently from the natives. It resulted huge income for the colonizer countries which helped them to develop industrial revolution, Violent occupation – conquerors needed only small troops to win over the natives due to the large differences in technical development (metal weapons and gunpowder against wooden- and stone tools). Most of the natives were killed in battles or by infections brought in by the invaders. The workforce for the newly settles mines and plantations were assured by deported slaves from Africa, Later, the strengthening industries of the colonizer mother countries exported industrial goods to the colonies in return for the exported new materials
• Age of Discovery 3 - Incredible Consequences


  Giant wealth back to Europe, in some countries this riches is mostly spent by aristocrats, in other countries: large development – to quick development for Western European countries while periphery – role for Eastern European countries, 19th-20th Century, Spanish empire loses its colonies (independences is fought out), new, enriching countries also want colonies, Germany, Japan, Russia – only get small territories – increasing stress and tension – which led to WW1 – controversial closing peace agreement – WW2
• Europe as a brand


  The European Union as a brand
• European countries as brands

  Countries behave like brands, perceived by large groups of people, at home and abroad, they are associated with certain qualities and characteristics
• The impact of a good country brand

  • Tourism
  • Foreign investment
  • Talented people
  • Export – "made in" label is important
  • Money
  • Proudness/Nationalism
• The competition is stronger and stronger, 1945 – 51 countries in UN, Today – 193 countries, Half of the top 100 economies are not countries but companies
• The idea behind country branding or nation branding

  To borrow the techniques from corporate brands product brands and implement those techniques for countries
• 3 types of countries (according to Wally Olins)

  • Is that a country? - nobody knows it and nobody really cares
  • Top-country, real brand - everybody knows it, called a superpower, USA is the biggest brand
  • Caricature country - one or few clear stereotype, we don't really know many things about that country
• 4 groups of country brand index

  • Country brands - Switzerland, Germany, Japan, Norway, Sweden, United States, United Kingdom, France, the United Arab Emirates, Italy, Iceland, Singapore, South Korea and so on
  • Experience countries - very famous for the tourism but not so famous for their product innovations and so on - Spain, Portugal, Mexico, Costa Rica, Greece
  • Status countries - famous for innovation, and products and so on - Belgium, Qatar, Bahrain
  • Countries - not real brands, because people don't really have ideas about them - Central Eastern European countries, Hungary, Estonia, Poland, Romania, Bulgaria, South America, Africa, and former Soviet Union countries
• Nation Brand Hexagon


  Tourism, investment and immigration, export, governance, culture, and people
• Value of countries: 1st - USA, 2nd - China
• Country branding


  Conscious process - creating and highlighting some particular characteristics
• Country Brand


  A person's gut feeling about a country
• The Positioning Triangle


  • 1. What are we good at?
  • 2. What are in the minds about the country?
  • 3. What is unique or not told by any other country?
• Phases of country branding

  • 1st phase: We are here!
  • 2nd phase: We are normal!
  • 3rd phase: We are special!
• Country branding helps


  • Ensure that whenever there is an opportunity for a country to express itself, the key messages and tone of voice come across with strength and consistency, one part of this is creating a consistent visual and verbal identity
• Visual and verbal identity


  • Name
  • Logo
  • Slogan
• European Identity and Values

  More than a geographical unit – shared values, common culture
• European Values


  • Human Dignity - respected, protected and constitutes the real basis of fundamental rights in the European Union
  • Freedom - freedom of movement, which gives citizens the right to move and reside freely within the Union, touches individual freedoms such as respect for private life, freedom of thought, religion, expression and information
  • Rule of Law - everything EU does is founded on treaties, voluntary and democratically agreed by its EU countries
  • Equality - equal rights for all citizens before the law, EU has made significant progress in human rights, protected by the EU Charter on fundamental rights, right to be free from discrimination on the basis of sex, racial or ethnic origin, religion or belief, disability, age, sexual orientation, the right to the protection of your personal data, and the right to get access to justice
  • Democracy - functioning of EU is founded on representative democracy, enjoying political rights
• European Cultural Values


  • Democratic
  • Diverse
  • Fair
  • Free
  • Human
  • Inclusive
  • Vital culture
• Unity in diversity
• 6 dimensions of country as a brand

  • Tourism
  • Investment and Immigration
  • Export
  • Governance
  • Culture
  • People
• Brands from different European countries

  • Adidas, Porsche, Puma, Hugo Boss, BMW, Audi, Volkswagen – Germany
  • Red Bull, Swarovski – Austria
  • Nescafe, Rolex, Omega – Switzerland
  • Spotify, IKEA, H&M, Volvo, Absolut vodkas – Sweden
  • Skype – Estonia
  • Lego (leg godt meaning play well) – Denmark
  • Gucci, Martini, Lavazza Fiat, Massimo Dutti, Ferrari, of course Giorgio Armani, Prada– Italy
  • Zara – Spain
  • Tesco – England
  • Burberry – UK
  • Louis Vuitton, Renault, Chanel, Citroen – France
  • Heineken – Netherlands
  • Skoda – Czech Republic
  • Zubrowka – Poland
  • Gazprom – Moscow, Russia
• Germany Brands


  • SYSTEMS APPLICATIONS AND PRODUCTS IN DATA PROCESSING (SAP)
  • BAVARIAN MOTOR WORKS (BMW)
  • DHL
  • ALDI
  • ROBERT BOSCH
  • T-MOBILE
  • MERCEDES-BENZ
  • SIEMANS
  • ADIDAS
  • AUDI
• France Brands

  • CHRISTIAN DIOR
  • GIVENCHY
  • HERMES
• Spain Brands


  • ZARA