The aim of this paper is to examine to what extent nation branding can be applied to the European Union (EU) concerning EU efforts to enhance its image and reputation, particularly after the arrival of several crises such as the economic and migration crisis, Brexit, etc. Exploring previous but also current attempts of the EU to better communicate itself, the paper shows how EU communication shifted from communication campaigns focused on politicized issues such as EU citizenship, “EU public sphere” and a “common sense of belonging” to a more pragmatic “branding” strategy. The sui generis nature of the EU is also taken into consideration in a comparative analysis between nation and EU branding displaying similarities, particularities or constraints the EU presents regarding branding issues. Emphasis is also put on the May 2019 European Parliament election campaign where the new EU branding strategy was applied more systematically.

中文翻译：

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欧盟品牌。努力改善欧盟形象

本文的目的是研究国家品牌在多大程度上可以应用于欧盟 (EU) 以提升其形象和声誉，特别是在经济和移民危机、英国退欧、英国脱欧、等。探讨了欧盟以前和当前为更好地自我沟通所做的尝试，该论文展示了欧盟的沟通如何从专注于政治化问题的沟通运动转变，例如欧盟公民身份、“欧盟公共领域”和“共同归属感”等。更务实的“品牌”战略。在国家和欧盟品牌之间的比较分析中，也考虑了欧盟的独特性质，以显示欧盟在品牌问题上的相似性、特殊性或限制。