Research pick: Should we sloganise competence in the EU? - "The European Union’s smart specialisation launch and brand slogan management"

Rauno Rusko of the Faculty of Social Sciences, at the University of Lapland, in Rovaniemi, Finland, has studied the roots of and the features of smart specialisation associated with brand slogan management. Writing in the International Journal of Public Policy, he explains how the European Union is using the smart specialisation concept in its documents, plans, and regional fieldwork to portray itself as a growth-efficient organisation.

However, it is obvious that smart specialization is not the sole preserve of the EU. The Organisation for Economic Cooperation And Development (OECD), the World Bank, and the International Monetary Fund (IMF) all utilize this concept, although perhaps to a lesser degree than the EU. Moreover, within the EU itself the concept has been used with greater success in regions within the EU than the EU as a whole. Rusko suggests that the temptation exists to simply see this concept as little more than a slogan, however, its benefits and utility are apparent. Indeed, it is a process in which the EU is the rule maker and gatekeeper for funding innovations and investments in the region as a whole.

Intellectual reform intellectual was launched to achieve as wide an influence as possible and to enhance competence and to boost regional learning and research and development. Rusko has shown that “The instruments of marketing research, such as brand, slogan, brand management, and brand slogan management, provide incremental value to public management discussions, such as the smart specialisation discourse. ” However, although place branding does not necessarily need sloganisation, “It is easy to understand that, if the EU is a brand, then smart specialisation is supporting this brand in a way that is typical for slogans in the business sector,” Rusko adds.

Rusko, R. (2018) ‘The European Union’s smart specialisation launch and brand slogan management’, Int. J. Public Policy, Vol. 14, Nos. 5/6, pp.320–342.
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