5.4 Marketing Strategy
5.4.1 POWER OF
THE ORGANIZATION
The name Instituto Cervantes is the most powerful PR and marketing instrument
of the company. In Spanish circles the name of the writer of the Intelligent Knight don Quijote
de La Mancha is known in all areas of
society in a legendary way. As the founder of the foundation Stichting Cervantes
Benelux in Belgium, the Netherlands
and Luxemburg
and as the owner of the Limited
Company Instituto Cervantes England and Wales MR. J.L. VAN DER HEYDEN disposes of the exclusive right of ownership of
the name Instituto Cervantes as deposited by the Benelux trademark registrar
under depositnumbers 0504277
and 843323. In 1977 he graduated on
first degree level on the writer Don
Miguel de Cervantes y Saavedra.
The name Cervantes sounds excellent and the purple logo gives an optimal recognition.