CONCEPT OF LATVIAN BRAND

Branding must strengthen most popular elements of the brand. It also must widen the brand in spheres which potentially could promote the state and make it more recognizable.
The rise of Latvia’s reputation is a long term challenge. However, the state has one worldwide recognized brand that is more popular than the state itself – Riga. In order to gain a reasonable balance it is necessary to establish a communication about elements of the brand of Latvia and to develop communication about Riga.
Based on a methodology represented by experts, results of the research and conclusions made as a result of consultations and discussions, on states’ long term and development policy and plans, and also values and priorities of society and changes of values in the world the following elements of Latvia’s brand are identified.

1. Culture

With culture we must understand not only the high level and popular art and cultural heritage, but also education and sports. Latvia has a rich heritage of both material and non-material culture that is internationally recognised (e.g. by UNESCO) and this heritage can be very useful and significant to create a brand of the state.
Cultural heritage, the wide variety of art and Latvian language is the ground of the national identity. During the time of the globalisation culture helps to create insight and understanding about the cultural identity of other communities. Culture allows to recognize different communities and therefore it is important to promote the variety and special aspects of the national culture.

2. Environment and ecology

Although, due to the climate and lack of infrastructure, Latvian countryside is not a typical tourism destination, Latvia has one of the least industrialized environments in Europe. International polls indicate that such questions as personal health, mental health, health of the society and health of the planet become more important value for people of the world. Thus Latvia can successfully use ecology as one of aspects of the brand.
Environment is closely connected with our culture, where nature has been not only a background, but also has taken serious role in Latvians lives as the beauty of the nature, preservation of it, careful attitude and respect towards the nature are important and constant values.

3. Achievements of education, science and technology

Latvia has a high capacity to promote its scientific and technological achievements that regard a development of environment and protection of nature. It is possible because Latvia has always stated balance between education, science, modern technologies, innovation and business as a priority.
Nowadays scientific and technological achievements are a good way to promote international recognition.

4. Riga

Historically Riga is one of most important cities in the region and currently it has stronger visual identity than the state itself. Riga is also more recognizable than cities of other Baltic states. In order to promote Latvia, Latvian brand must be created in close connection with the brand of Riga.

5. Tourism

One of the top tourism tendencies is orientation on an individual traveller and reduction of tourism groups. Latvia has a capacity to create a tourism product that includes all afore mentioned elements of the Latvian brand – Riga as business and intelligent tourism destination and regions as active and country tourism destinations.