How would you assess the ability of European Union to sell itself around the world?
Introduction
Branding is very important in selling something to others. Suppose EU- European Union is a product, if we want to sell it, we need first to display the very configurations of the product like the process of manufacturing in a factory , the ingredients used in it, the commitment of the product to its consumer, what is the market conditions, and how much it has the utility to satisfy its consumers and spread it one market to another, and this all create a branding of the product. EU as a brand possess the same configurations. So in this essay we will resemble EU in above rhetoric categories, and assess its utility in various reasons to its consumers (States) as a brand.
European Union Integration Process: The Foundation of The Factory
When the Second World war ended in 1945, Europe was in ruins for the second time in less than three decades . There was a consensus among Europeans that something had to be done immediately to stop such crisis. And after five years, six European states including Germany and France established European Coal and Steel Community (ECSC) in 1951. It was established with an aim of more economic sense is better than conflicts. Further the integration followed with a new name the European economy community (EEC); internal custom duties were removed; and policies on agriculture, energy and justice were coordinated.
In 1970s, The United Kingdom somewhat reluctantly joined EU and European Parliament election then held for the first time. In 1990s, it was decided that it would be very Important to stay together. Consequently Shenzhen treaty was signed among the European and the concept of European citizenship was formed. After this formal integration, the Europeans are free to travel, do their businesses, and live at anywhere within the community of European union. At the beginning of 21st century, 11 of 15 European member states locked there currencies together named Euro to form the European Union more strong, but many member states were rejected this like United Kingdom and The Netherlands.
In 2004, the 10 of East and Central European states had joined European Union, most of them were former Soviet bloc countries. It was a high point in pro European Union sentiment across the continent. In 2008, the global financial crisis nearly brought the single currency euro to its knees. The affected member states were unable to devalue their currencies to restore their economies because most of the countries who are affected such crisis where from Soviet bloc. However the major economists countries helped to recover it. Now there our 27 member states of European Union after exit of Britain which is called Brexit. Until exit, Britain was net contributor of funding a key institutions and seen as an important link to the English speaking world.
Theoretical understanding of European integration: The Process of Manufacturing.
Why and how the states of European Union has been continued their integration process? to answer this question is a difficult task for every scholars, particularly when security, foreign policy and defense are interconnected with each other like ecosystem. Some theoretical understanding have developed in the field of international relations to clarify this complexity, particularly the grand theory of international relations- realism and liberalism have been trying to do so. Interestingly, the ideological development of this theory was done based on European historical point, but post war European integration compelled this theories think differently. They point out three important factors to identify the continuation of European integration:
Power and Anarchy (Realism)
Co-operation and Integration (liberalism) &
Ideational development (constructivism)
According to realism power and anarchy are inherent in international system, and either system or the states influenced by each other on the motto of acquiring power for self interest. So when realism comes to explain the above mentioned question why and how EU's integration is continuing from the lens of power an anarchy, they feel disappointed. Because they found that the European Union Common Security and Defense Policy (CSDP), which is assigned to deal foreign policy, defense and security, provide more interests on national capabilities (emphasizing on International Organizations and Socioeconomic developments) rather on defense and traditional security. Why European Union assigned such supranational institution to carry out defense, security and foreign policy? realism haven't answering this question yet. But realism say something important about this integration is that it does not express that as European have undertaken cooperative method in the matter of foreign policy, security and defense to establish itself as the global power, rather it emphasizes that they cooperate with each other because of their weaknesses as an individual states in international system.
According to liberal thinkers, European Union for 60 years has been continued its integration as a regional peaceful and cooperative organization. Unlike realism, Liberalism says that one of the prime objectives of European foreign policy formulation is to create a common ground for equal beneficiary and systematic change of members behavior through some policies both external and internal. Moreover, Liberalism identifies some important factors that are very important in continuing the integration process of European union Including, open market system, international law, collective security, Transnational security issues, the rights of individuals and some other. According to liberalism, this important factors and cooperative tendencies make European Union a distinct actor in world stage.
Unlike both liberalism or realism, constructivist emphasized on ideas and concepts behind the scene of every policy making and actions. Constructivist also said that the bodies like European Commission , European External Security Agencies and European Defense Agency have developed upon some ideas. Constructivist also emphasized that the factors, such as self confidence, practices, strategy, goals, historical experiences, unique model of institutional actions etc., upon which the European Union seem itself as a global actor are fascinated by some ideas and concept. Whatever Europe union are doing for the Continuation of the process of integration, according to constructivist, is to make itself a unique institution that has not been seen in history.
Understanding EU's domestic policies : The ingredients part I
European Union is a complex area of studies in the matter of internal mechanism. various institutions have set up to run the union, and even many European haven't have a proper understanding about the process of these Institutional mechanism. But the internal affairs of European Union can Easily be understood by its thematic development. The following issues are very basic in every measures taken by EU through its complex institutions:
The very idea of European citizenship had been continued since the political integration happened in European Union from a custom union. Irrespective of diverse ethnicities and cultures, all citizens of EU would be counted as European citizens. It helps to think them alike, believe alike, And do alike under the banner of European multilateralism. When this political integration had done under Schengen treaty, European Union has been developed multilateralism in the form of freedom, security and justice. The internal affairs of Europe union are always looking for how they can facilitate these areas to continue its common identity- European citizenship. English is school of thought in international relations theory emphasize that the very existence of EU integration are based on order and justice, and they have to protect this area to claim itself a unique International Society.
Moreover, to ensure order and justice European mechanism is going as per international norms like Democratic practices and the rule of law. The area of freedom, security and justice can only be achieved by continuing this democratic practices and establishing rule of laws. Besides EU trying to ease Migration policies around its community, though there are some difficulties remain, but their main intention of this migration process is to continue with their integration to public level and establishing the benefits of being an European citizens. This can call internal branding of EU to its people.
All the European domestic policies had developed on social dimension, how to create a better society, how to establish good governance, how to protect from nontraditional threats, how to digitalize the system, how to spread e-governance, and many others. As beginning of an economic community and continues the process of free market economy by establishing a strong common market or customs union, European Union has always focus over economic policies. As there are many countries involved in European union, so this policy is very important to continue this legacy of market based integration. Many fiscal policies have developed overtime and a common currency Euro was also developed, and becoming the most stable market globally is the result of this policies. And beside these issues I mentioned, many other thematic development has been continuing also in EU's internal branding.
Understanding EU's Foreign policies: The ingredients part II
Like European union’s internal affairs, European foreign policies are also complex area of studies. After the collapse of Soviet Union, EU got freed from their prime threat- communism, and ratifying Maastricht treaty which created EU a custom union to political union. Become politically integrated EU had selected some factors as their new threats from outside namely:
Proliferation of WMD
Illegal Migration
Regional instabilities
Non traditional security threats
High-tech security threats. and some others.
To protect from such security threats Common Security and Defense Policy has developed by EU Commission. Under this policies, EU is going to various missions in both UN Peacekeeping Missions and Inter-governmental Organizations like NATO and Red cross Society. EU participants on this by two form: military engagement and civilian engagement. Besides military use in peace on peaceful settlement of international disputes under UN banner, they wage their civilian on conflicts prone areas. For better result, they provide extensive funding and training for increasing of civilian capacities and enjoy civil protection.
Moreover, EU has been facilitated their foreign trade relations and set up many polies regarding that. They demonstrate country papers in where the basic of their trade relations with mentioned country has clearly mentioned every times. And Finally EU is going to make herself unique in formulating policies over non-traditional security threats such as migration, trafficking, environment and many others. Particularly, EU emphasizes over environment protection, and supported every slogans in favor environment savings.
Aims and Norms of EU: The Commitments to consumers
The European integration process has been continued put some exact international norms and objectives. These are the commitments after European Union not only do its dwellers but also do its external affairs. There are many objectives are prescribed in European treaties namely
creating a borderless Europe with a common citizenship,
developing the internal market system for EU's existence,
promoting stable, strong and a sustainable development,
encouraging the development of scientific and technological aspects.
Promoting inclusiveness in state affairs and preventing any exclusionary matters in their relations,
strengthen solidarity among based on equity,
Creating a common security policies including domestic and external affairs
EU roles as an actor: Product utility in Markets
European union has been a strange actor not only to its dwellers but also to globally. The former Prime Minister of the United Kingdom Tony Blair once said that European Union is a strange and unique actor in world politics. By definition of strange actor of European union Blair emphasized on EU as an actor of trade and economics not military, though they secure their territorial integrity with the help of NATO. So if we want to understand the nature of EU as an actor how it is? answer is provided by the US State Department by terming EU as an indispensable actor in both politically and economically. But EU is unique in terms of military engagement, they do not want to solve any crisis by military means rather diplomatic efforts.
However, EU as an actor has been influenced the global politics since its political beginning in 1992. Scholars identified this influence into three categories namely
Hard power: It represents military and economic power. But EU has never been show its military might in international politics rather EU sent its indigenous troops in the aim of peacekeeping. In addition EU has largely criticized over US Invasion of Iraq and Afghanistan and illegal occupation of Israel.
soft power: It refers to use off persuasion in gaining objectives. Since political European union, EU put much of her attention such dealings. They always supported socio-political and economic changes for all in accordance with EU’s themes.
Transformative power: It is a novel kinds of power, structured by EU. It prevails EU's engagement with others based on its norms and commitments. If any neighboring state wanted to incorporate with EU, they must transform their socio-political and economic status. For example, Turkey and Balkan states for a long time wanted to be parted with EU, but as they don’t radically transformed their existing structure.
EU roles as global-actor: Becoming the Brand
European union has become a global brand. Internal and external policies and commitments make EU as a global super strange actor in international relations. To carry out the legacy as a unique super actor, EU are doing something outstanding, namely:
EU is working on creating a multilateral and rule-based international system;
Supporting UN mandates of maintaining international peace and security;
Creating a credible international economic system based on free market economy;
Focusing on introducing diplomatic approach in settling every international disputes and enhancing crisis management capacities globally;
Creating a more united, stronger and democratic European Union domestically, and so does of its allies;
Continuing the EU status as the biggest economic powers as both market and investment in making a stable and strong international system;
Establishing strategic economic and political partnership with the emerging superpowers like BRICS states;
Becoming the largest economic and trading partner for any country of the world including the consultation how to build up the countries socio economic development;
Remaining the biggest and major funding enterprise for any the stairs in the form of foreign direct investments;
Supporting neighbor Africa and Middle East and also Balkan Estates to stabilize their economic conditions social cohesion undemocratic practices and doing such EU invested billions of billions dollars the regions; and many others.
Conclusion and Assessment:
European Union has been an essential product in global market- international system. It has been a sole instance of regional integration and connect the region with others. Because of its exporting stability through mutual collaboration, promoting developed and prosperity through following the rule of laws and international norms, engagements with other regions neighboring or beyond that at the objectives of transformed them in like EU, becoming engaged in peaceful settlement of disputes and global crisis, identifying non traditional security threats such as trafficking, illegal migration, extremism, environment degradation etc. as the highest importance in international relations make EU a global brand, and majority of states in the system are eager to bought the product- EU, particularly conflicts prone region like the Middle East and Africa.
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