Corporate Brand Equity in the Context of European Cultural Identity

Since the globalization of the economy at the end of the last century, the context of brand communications in today's businesses has radically changed. Communication strategies to reach any type of target group are challenged to anticipate stakeholders' interests, build brand equity beyond good products and services and be able to remain competitive in a highly-active technological context that has reversed some of the traditional ways of managing businesses. In this global environment, corporate communications demand greater levels of ethics and responsibility towards the society in which it operates and larger collaborative synergies and collaboration processes. To this respect, Europe's competitive-edge is like any other's, at stake, but the asset of intellectual capital and cultural identity it portrays in its legacy, may be just the right kind of differentiation brands need to successfully compete in the 21st C.