State of the Brand #1

Dawn of Europe


Branding is of a complex nature, intertwined with marketing, design, psychology, and even finance. There are many ways to practice quality branding, but also just as many interpretations of it. Different companies and agencies have hand-picked branding characteristics that suit them and their needs, based on their region of operations and market climate. As there is little formal education on branding around the world, the discipline has evolved inhomogeneously.

Signs have shown that, even though practitioners approach and refer to certain branding elements differently, there are lines of agreement in their ways. Some agencies make efforts in teaching their clients about brand strategy while others adapt to the client’s perception and incorporate strategy in identity design services. There's a difference in form, but function is the same.

Brandingmag decided to consult branding practitioners from different regions on the state of branding in their home markets – perceptions, struggles, opportunities, and solutions. For the very first edition, we’ve approached agencies from some of the emerging markets of Europe, agencies that show a high level of understanding and ethics in countries still heavily influenced by corruption: Slovakia, Romania, Serbia, Bulgaria, and Belarus.

Interested in learning more? Download the first State of the Brand: Dawn of Europe here.

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