EURIB/ European Institute for Brand management is an independent knowledge institute in the area of brand, design and reputation management. EURIB was founded in 2002, and is based in Rotterdam. EURIBís core activities are education and research in the three abovementioned fields. As part of its educational activities, EURIB offers the Dutch-language masterprogram with specializations in Master of Brand Management (MBM), Master of Design Management (MDM) and Master of Reputation Management (MRM). EURIBís research focus is on applied scientific research, and it has developed research instruments in brand management (brand orientation, internal branding and brand equity), design management (design orientation and design effectiveness) and reputation management (reputation orientation and a reputation tracker).
EURIBís philosophy is based on five pillars: (1) integration of brand, design and reputation management, (2) the business perspective, (3) the added value of conceptual models, (4) commitment to the field and target group, and (5) a European focus. The following provides a summary of these principles.
In the past, the fields of brand, design, and reputation management each developed their own concepts, models and techniques. EURIBís objective is to merge the knowledge and insights from these three disciplines in order to unearth new insights. This integration is intended to enrich all three fields, and further headline the importance of creating immaterial value for companies. In doing so, EURIB adheres to the basic principle that companies and institutions can only be successful if they know how to increase their immaterial added value.
EURIB employs a business perspective, meaning that Ė whether we are dealing with brand, design, or reputation management Ė immaterial value creation must be embedded in the organisation at a high level. On the one hand, this means that brand, design, and reputation management need to dovetail with the pursued strategic policy (just like financial management and HRM). And on the other hand, it means that brand, design, and reputation management should make a substantial contribution to the organisationís target realization. Immaterial value can only be created when brand, design, and reputation management issues that are relevant to the organisation are addressed at a strategic level. These issues could cover subjects like change management, innovation management, and organisation theory, but also discussions regarding market orientation vs. product orientation, and the dilemma surrounding the juxtaposition of creativity and logic.
Whether in the field of research, education, or consulting, EURIB stands out by its approach of working with conceptual models. Although such models cannot always fully explain or illustrate practical situations, they can significantly increase managersí understanding of reality. Or, in the words of Kent Gregory: ĎWithout an adequate theory, reality is irrelevant.í In addition to the use of externally developed models, EURIB itself has also developed various conceptual models, such as the Brand-Value Monitor Ė a model that charts the added value of a brand for consumers and brand owners Ė and the Brand Reputation Grid, a model in the area of internal branding.
One of the main goals of EURIB is helping managers to keep relevant knowledge and insights up to date. Central to the way EURIB operates is the concept of commitment. This commitment is reflected in the fact that EURIB wants to contribute to the content-related development of the listed fields, keeps close ties with the work fields of these disciplines, and seeks to support managers and students in solving problems in their respective fields. EURIB works together with universities, colleges, other knowledge institutes and professional associations in a range of areas. In each of these collaborative ventures, EURIB operates as an independent organisation that offers its expertise in the area of brand, design, and reputation management to other organisations. The main focus in all of this is EURIBís ambition to take knowledge and insight in the area of these disciplines to a higher level.
The fifth principle employed by EURIB is a European focus. EURIBís objective is to develop and spread knowledge and insights in the area of brand, design, and reputation management. As there is a difference in emphasis in the approach to these three fields between Europe and the US and Asia, EURIB opted to assume the European focus. In change management, for example, this is reflected in the placement of emphasis on the Rhineland model (in contrast to the US management model). Where possible EURIB attempts to let European values shine through in its operations.