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International Internet Magazine. Baltic States news & analytics Friday, 29.03.2024, 00:41

EAS is not planning to adopt the "Just Estonishing" branding concept

BC, Tallinn, 27.05.2016.Print version
Enterprise Estonia (EAS) is not planning to adopt the "Just Estonishing" branding concept put forward for free by the Dutch national Peter Kentie, managing director of the city and region of Eindhoven and an e-resident of Estonia, finding that the concept does not enable to market the country well enough outside the English-speaking world, informs LETA/BNS.

"Several people from Enterprise Estonia have exchanged thoughts about it with Peter Kentie and he met also with the team of Brand Estonia at the end of last year," Priit Pruul, spokesman for Enterprise Estonia, told BNS. "Unfortunately it is possible to develop a concept building on the suffix 'est' in the English language alone, whereas Estonia needs to market itself not only in the English-speaking world," he said.

 

"We are working in close conjunction with the Government Office and continue searching for a common visual identity and appearance for EV100, the presidency of the European Union and the Estonian branding concept as a whole," Pruul added.

 

Kentie, managing director of Eindhoven365, on Thursday published a branding concept for Estonia building on what he describes as the –est concept.

 

"The essence of this positioning and branding concept is a simple, straightforward idea: let Estonia emphasize its unique character and achievements by being the fastest, the smartest, the greenest, the cosiest and even the weirdest. And also modest as well," Kenties says in his presentation of "Just Estonishing." "The 'est' is already in the name of the international country name Estonia and as well in the German name Estland and in French: Estonie. And 'est' is used as the abbreviation of Estonia for number plates, passports and as #est hashtag."

 

The brand renewal effort of Estonia is financed with money from the EU Structural Funds and the cost of the entire project so far is 200,000 euros, of which 30,000 euros was planned to be spent on finding the brand. The process must be completed in time for the Estonian EU presidency and 100th anniversary of the Republic of Estonia in 2018.






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