brandannual 2019

Finance & IP
Foto: istockphoto.com
Cities and regions market themselves not only
under their own names, but also through established
events: As early as 1990, the Salzburger Festspiele
were registered as a word and figurative mark in
several countries under the
Madrid Agreement on the
World Intellectual Property
Office (WIPO). WIPO considerably
simplifies trademark
applications in its contracting
states - similar to the
European Union Intellectual
Property Office (EUIPO) in
the EU member states.
The municipality of Maria
Wörth, for example, also
holds a logo for the Wörtherseetreffen.
Occasionally one
even finds marks of municipalities: Neukirchen an
der Enknach has a population of just over 2,100 and
yet the municipality is able to display its registered
word/picture mark.
On a supra-regional level, it is the task of Österreich
Werbung to market the country as a tourist location.
Their campaigns extend to major cities such as
London and Beijing. In addition to the approximately
20 registered picture
An example of a
"Destination Brand"
is the iconic chamois
of Kitzbühel. It is
registered as a
figurative trademark
in over 30 countries.
marks in red-white-red or
the word marks "Ankommen
und Aufleben" or
respectively "Arrive and
Revive", a very comprehensive
concept is to
represent Austria as a
brand – including a corporate
sound and scent
for the ears and noses
of the target groups in
the respective countries.
However, this effort
already seems to be common, perhaps even necessary:
the Spanish State Secretariat for Tourism currently
holds almost 200 brands with very similar
motives – "España", "Spain", "Visit Spain", "I need
The Business and Investment Magazine brandannual 87