Role as National Brand Images Calling Cards of the National Postal Service

Postal administrations of some countries have begun to issue stamps that are so unique to their country that people on merely seeing the stamps can identify the country to which the stamp belongs, without necessarily having to look for the name of the country or it’s currency. These postage stamps are brand images of their country. The USA and France and some other countries have developed specific designs and printing methods and have an ‘issuing programme’ that gives their stamps a distinct appearance.

Modern designs, as one can see in the stamps of the Netherlands Post Office, reflect the policies and innovations made in postal communications by that administration. Even where private couriers operate and deliver letters, it is the postage stamp that functions as the country’s calling card and as the symbol or icon of a particular national postal system. Thus a postage stamp carries the brand image of the national postal system both at the national and international levels.

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