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Exploring Synergies between Place Branding and Agricultural Landscape Management as a Rural Development Practice
Author(s) -
Mettepenningen Evy,
Vandermeulen Valerie,
Van Huylenbroeck Guido,
Schuermans Nick,
Van Hecke Etienne,
Messely Lies,
Dessein Joost,
Bourgeois Marie
Publication year - 2012
Publication title -
sociologia ruralis
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.005
H-Index - 84
eISSN - 1467-9523
pISSN - 0038-0199
DOI - 10.1111/j.1467-9523.2012.00575.x
Subject(s) - place branding , agriculture , business , process (computing) , order (exchange) , rural development , environmental planning , public relations , political science , environmental resource management , geography , tourism , economics , archaeology , finance , computer science , law , operating system
This article explores the synergies between place branding and agricultural landscape management as a rural development practice. We hypothesise that place branding strategy can be used as a process to combat the homogenisation of regions and help to build networks and institutions that strengthen rural development. In order to explore these synergies an extended case study was undertaken in four Belgian regions that display major differences in their place branding processes and agricultural characteristics. The research revealed that in all four cases vital coalitions are being formed between the organisations involved in place branding and local farmers, and that both parties have benefited as a result. Intensive and transparent communication within the place branding process has proven to be essential in strengthening these synergies.