ABSTRACT
This chapter considers branding in terms of European corporations, and also explore the importance of a national identity to corporate branding within Europe. Successful international marketing activities have tended to be dominated by corporate brands emanating from the developed world's triad nations of the United States, Japan and Europe. The European Economic Community (EEC) was founded by the Treaty of Rome in 1957 with six member nations: Belgium, France, Italy, Luxembourg, the Netherlands and West Germany. European nations rank relatively highly in the Global Competitiveness Index. The Global Competitiveness Report that is compiled annually for the World Economic Forum, the '12 pillars of competitiveness' of a nation encompasses its basic requirements. The chapter concludes that there is a role for government in fostering the competitive advantage of nations. Effective national competitiveness on a global stage can be beneficial for the corporate brands operating from within globally competitive nations.
