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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.

DIFFERENTIATION IN LOGO

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