Association (LBA), the Liechtenstein Association of Professional Trustees (THV), and
Liechtenstein Tourism. The public-private partnership SIL is thus clearly under the leadership
of the State, but with equal numerical participation of representatives of private organizations
on the foundation board. This foundation board sets out the vision, mission, and strategy of
the foundation, which is to be implemented by the secretariat, which has the equivalent of 1.2
full-time positions.
The SIL has been working under Communication Concepts I (May 2003) and II (September
2005), which it prepared. As part of implementation of these concepts, the Liechtenstein
brand was introduced as a type of nation branding, in order to communicate the six core
messages in a visually uniform manner as well:
The following five core messages standing for Liechtenstein constitute the basis of the
Liechtenstein brand:
qe internationally networked small State open to the world (the heart symbolizes
dialogue among people and nations),
successful financial center (the circle represents a coin),
+ highly developed industrial location (the rectangle stands for precision work),
diverse cultural life (the house as a symbol for customs, tradition, history, and
culture),
ai Fa hospitable vacation and recreation country (the flower stands for nature and is
eque composed of hearts — the symbol of dialogue).
The five symbols are joined together into the brand's depiction of a crown, representing the
monarchic system of state and Liechtenstein's entrepreneurial Princely House.
EROS
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Together, the symbols stand for the identity and diversity of the country of Liechtenstein,
united under the Liechtenstein brand.
The introduction of the Liechtenstein brand! in July 2004, almost at the same time as the
transfer of power within the Princely House — Reigning Prince Hans-Adam II transferred
State business to his son Hereditary Prince Alois on 15 August 2004 — met with great media
! Details on the Liechtenstein brand available at http://www liechtenstein.li/en/ eliechtenstein main sites/-
portal fuerstentum liechtenstein/fl-multimedia-information-marke.htm.
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