ICONANNUAL

European Brand Institute
KR DI Dr. Gerhard Hrebicek
President European Brand Institute
In the center of the European debate about values,
ratings for countries as well as companies and
„BASEL III“ regulations, the question arises how
could the European future look like in terms of values
and ratings, which components are necessary and what
role can brands and other intellectual property (IP) such
as patents, utility models etc. have for the European
development of companies and economies?
„People buy brands not products“ - this sentence is
valid especially in the global communication society.
Our studies show that the average share of brand
value across all industry segments is about 40% of the
enterprise/company value. Additionally, strong brands
grow faster than the average - the so-called „Halo-Effect”
is used much more in North America. In order to stay
competitive, Europe has yet to catch up in this context.
In Europe the number of brands is twice as high as in
North America but value of each weighs only half as
much on average compared to North America.
Branding
for Europe
Europe‘s potential
through strong
brands and
the use
of IP
So where is the European Global brand with a strength
and a value corresponding to the „American apple“ and
how can Europe establish such a global brand?
64
ISSUE 2014