EURIB’s philosophy is based on three pillars: (1) identity as a key concept, (2) the added value of conceptual models and (3) a European focus. The following provides a summary of these principles.

In the past, the fields of brand, reputation and design management have each developed their own concepts, models and techniques. In spite of these developments, these disciplines clearly have a common basis: all three focus on the concept of identity and all three are aimed at increasing the material value of a company, brand or product. EURIB’s objective is to combine the knowledge and insights from these three disciplines in order to find new insights. In doing so, EURIB adheres to the basic principle that companies and institutions can only be successful if they know how to establish their identity both internally as well as externally.

Whether in the field of research, education or consulting, EURIB differentiates itself in its approach by working with conceptual models. Although such models cannot always fully explain or illustrate practical situations, they can significantly increase managers their understanding of reality. In addition, to the use of externally developed models, EURIB itself has developed various conceptual models, such as the Brand-Value Monitor – a model in which the added value of a brand for consumers and brand owners is expressed – and the Brand Reputation Grid, a model in the area of internal branding.

The third principle employed by EURIB is the European focus. EURIB’s objective is to develop and distribute knowledge and insights in the area of brand, reputation and design management. Because the emphasis placed on these three fields differs in Europe from that in the US and Asia, EURIB opted for the European focus. In internal branding, 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 and norms be conveyed in the way it operates.

Developments in the field of brand, reputation and design management have sky-rocketed in recent years, whereby the European perspective has become increasingly important. EURIB helps managers keep relevant knowledge and insights up-to-date. Central to the way EURIB operates is the concept of involvement. This involvement 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 wants to support managers and students in solving problems in their respective fields. EURIB works together in various areas with universities, colleges, other knowledge institutes and professional associations. In each of these collaborative ventures, EURIB operates as an independent organisation that offers its expertise in the area of brand, reputation and design management to other organisations. The main focus in all of this is EURIB’s ambition to raise knowledge and insight in the area of these disciplines to a higher level.

For more information about EURIB and EURIB’s activities, you may send an email (info@eurib.org) or call us: +31-10-440.1130.