Elhuyar has launched a pioneering project to analyze Basque from the brand perspective, in collaboration with various institutions in the Basque sector: UPV/EHU, Kontseilua, Elkar Fundazioa, Emun, Berria Taldea, Ikastolen Elkartea, Euskaltzaleen Topagunea and AEK. The brand concept will be applied for the first time in the field of languages with the project and will serve to encourage the use of Basque, according to the researchers.

In fact, the construction and feeding processes of a brand are increasingly common, both in relation to people, territories and a specific culture. However, at the international level there are no precedents that have dealt with the issue of the “linguistic brand”. To do this, in order to materialize the conceptualization of this new variant of the brand industry and carry out the project, a group of university experts have formed the NIK research group: Estitxu Garai, Irene Garcia, Patxi Azpillaga, Irati Agirreazkuenaga, Angeriñe Elorriaga, Koldo Atxaga, Sergio Monge, Ainara Miguel and Naroa Jauregizuria.

Once the theoretical and practical knowledge of the brand has been transferred to the linguistic field, it is intended to create a model that can be useful in any language. Qualitative and quantitative techniques will be used, ending the research with a macrosurvey to be carried out in the coming months. Subsequently, with the elaboration of the results, a rebranding strategy or brand proposal will be made for the case of Basque.