Netherlands drops the name ‘Holland’ in rebranding move

The Dutch authorities have decided to rebrand their country’s international image, with a switch from calling it ‘Holland’ to ‘The Netherlands’.

Ministries and sporting and cultural institutions, along with the country’s major cities, came up with a new strategy that aims to be “less promotional and more about content”, according to the Adformatie marketing magazine.┬áThe details will be published later in the year, but marketing professionals briefed on the change say the country will sell itself as “co-creating pioneering solutions to global challenges”.

Countries and cities have been taking branding more seriously in recent years, either to overcome cliches, present a more positive image, or simply raise awareness.