Zenker / Jacobsen Inter-Regional Place Branding

Best Practices, Challenges and Solutions
2015
ISBN: 978-3-319-15329-2
Verlag: Springer Nature Switzerland
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 190 Seiten

This book examines and clarifies key aspects of regional branding with the special focus of inter-regional brands. Today regions are in strong competition for companies, tourists and most of all talent. In order to differentiate one region from another, regional developers, politicians and planners increasingly focus on establishing the region as a brand. This is by no means easy, since places are complex systems of geographical abstractions in which each place is understood in relation and contrast to other geographical entities. In doing so, regions not only differentiate, but also cooperate (within one country or between countries), building so-called Inter-Regional Brands with an even higher degree of complexity.Accordingly this volume, provides a theoretically well informed but practically oriented overview of this phenomenon - including numerous cases and best practices. As such, it will strongly appeal to both academics and practitioners in the field.

Autoren/Hrsg.

Zenker, Sebastian

Jacobsen, Björn P.

Inhaltsverzeichnis

1;Foreword: Interregional Place Branding: A New Frontier?;6
2;Overview;8
3;Contents;12
4;1 Introduction to Interregional Place Branding;14
4.1;Introduction;14
4.2;What Is Place Branding?;15
4.3;Place Brand Perception;17
4.3.1;Producing Messages;18
4.3.2;Receiving Messages;19
4.4;The Special Character of Interregional Place Branding;19
4.5;The Case of the Fehmarnbelt Region;20
4.6;Conclusions;23
4.7;References;23
5;2 Place Branding and Nonstandard Regionalization in Europe;25
5.1;Introduction;25
5.2;Every Place Is a Brand;27
5.3;Nonstandard Regionalization;28
5.4;A Place Branding Perspective on Nonstandard Regionalization;31
5.5;Concluding Remarks;33
5.6;References;34
6;3 Place Branding in Systems of Place – on the Interrelation of Nations and Supranational Places;36
6.1;Introduction;37
6.2;Branding Nations and Regions;38
6.3;Systems of Places;39
6.4;Salient Meta-place Brands;41
6.5;Altered Image;43
6.6;Conclusion;44
6.7;References;46
7;4 Network Brand and Branding: A Co-opetitive Approach to Local and Regional Development;49
7.1;Introduction;50
7.2;What Are Network Brand and Branding?;51
7.3;Why Network Brand and Branding?;53
7.3.1;Market-Driven Network Branding;53
7.3.2;Political Vision;54
7.4;Potential Impacts of Network Branding;54
7.5;Potential Risks of Network Branding;56
7.6;Conclusions;57
7.7;References;57
8;5 Development of a Methodology for Measuring the Residents' Utility Within Place Marketing;60
8.1;Introduction;60
8.2;The Importance of Different Attributes in Place Branding;63
8.3;Theoretical Approaches to Understanding and Measuring the Residents' Utility;65
8.4;Conclusion;68
8.5;References;68
9;6 Cross-Border Place Branding: The Case of Geneva Highlighting Multidimensionality of Places and the Potential Role of Politico-Institutional Aspects;71
9.1;Introduction;72
9.1.1;Context;72
9.1.2;Place: A Multidimensional Concept;73
9.1.3;Target Groups of Place Branding;73
9.1.4;The Case of Geneva;75
9.2;Closing Remarks;79
9.3;References;79
10;7 Interregional Place-Branding Concepts: The Role of Amenity Migration in Promoting Place- and People-Centred Development;81
10.1;Introduction;82
10.2;Some Examples of Rural Amenity Migration;82
10.3;Tying Amenity Migration into the New Regionalism;87
10.4;Using Interregional Place-Branding to Promote Knowledge-Based Forms of Amenity Migration;89
10.5;Conclusions;91
10.6;References;93
11;8 Cross-Border Place Branding in Europe;95
11.1;Introduction;96
11.2;Literature Review;96
11.3;Conceptual Exploration of Cross-Border Place Branding;98
11.4;Evidence of Cross-Border Place Branding in Europe;100
11.5;Discussion;104
11.6;Final Remarks;105
11.7;References;105
12;9 Reaching a `Critical Mass': Analysis of Interregional Place Branding Amongst Communities in Ontario, Canada;107
12.1;Introduction;108
12.2;Interregional Place Branding and Economic Development;109
12.3;Place Branding and the Need for Cooperation in Ontario;110
12.4;Methods;112
12.5;Results;115
12.6;Discussion: Exploring the Patterns of Place Brands;119
12.7;Conclusion: The Future of Interregional Place Branding in Ontario;120
12.8;References;120
13;10 A Strategic Spatial Planning Approach to Cross-Border Place Branding with References to Galicia and Northern Portugal;123
13.1;Introduction;124
13.2;Defining Borders, Cross-Border Geographical Areas and the Shaping of the European Map;127
13.3;Cross-Border Regions, Euroregion and European Grouping of Territorial Cooperation;128
13.4;Strategic Spatial Planning, the Competitiveness Agenda and Cross-Border Cooperation;129
13.5;Why a Strategic Spatial Planning Approach to Cross-Border Place Branding?;130
13.6;The Role of Spatial Planners and Strategical Thinking in Cross-Border Place Branding;132
13.7;Lessons from Interregional Branding of Selected Cases;133
13.7.1;The Øresund Region;133
13.7.2;The Baltic Sea Region;134
13.8;Cross-Border European Region Galicia–Northern Portugal;135
13.9;Discussing a Joint Cross-Border Place-Branding Strategy;139
13.10;Conclusions and the Way Forward;140
13.11;References;143
14;11 Challenges for Interregional Place Branding for Cruise Tourism in the Black Sea Region;146
14.1;Introduction;147
14.2;The Ascent of Interregional Place Branding;148
14.3;The Tourism Dimension of Interregional Place Branding;150
14.4;The Case of Cruise Tourism;153
14.4.1;Cruise Baltic;153
14.4.2;MedCruise;155
14.5;The Case of Cruise Tourism in the Black Sea Region;156
14.5.1;Trends of Tourism Demand;157
14.5.2;Geopolitical Conditions and Interregional Partnership Practices;158
14.5.3;Core Identity and Tourism Attractiveness;160
14.5.4;Targeting Markets;160
14.6;Conclusion;163
14.7;References;164
15;12 Branding a Cluster of Regions: The Eastern Poland Macro-region Case Study;168
15.1;Interregional Brands: The Specificity and Challenges;168
15.2;The Case of the Eastern Poland Macro-region;170
15.2.1;Strategic Promotional Activities Initiated by Eastern Poland;171
15.2.2;An Analysis of the Prospects and Image of Eastern Poland;172
15.2.3;Implementation of the Marketing Communication Strategy for the Program of Economic Promotion of Eastern Poland;174
15.2.4;The Impact of the Promotional Activities for Eastern Poland;176
15.3;Conclusions and Managerial Implications;179
15.4;References;179
16;About the Authors;181
17;Index;185