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Behind the Scenes of Place Branding: Unraveling the Selective Nature of Regional Branding
Author(s) -
Messely Lies,
Dessein Joost,
Rogge Elke
Publication year - 2015
Publication title -
tijdschrift voor economische en sociale geografie
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.766
H-Index - 55
eISSN - 1467-9663
pISSN - 0040-747X
DOI - 10.1111/tesg.12099
Subject(s) - place branding , attractiveness , internationalization , competition (biology) , globalization , corporate branding , business , economic geography , brand strategy , selection (genetic algorithm) , regional development , brand management , marketing , political science , regional science , sociology , tourism , economics , aesthetics , computer science , ecology , philosophy , artificial intelligence , international trade , law , biology
Abstract Processes of globalisation, internationalisation and rescaling of statehood have led to an increased competition between regions. Place branding has become one of the central concepts for promoting local competitiveness and for capturing significant mind and market share. It is a promotional strategy that includes all activities that increase the attractiveness of an area as a place for working, living and spending free time. Place branding involves the development of a place brand, which entails selecting place‐specific attributes and values to represent the place. A vast number of different actors contribute to the creation of the regional brand and the way it will be developed and communicated. This paper focuses on place branding at the regional level and investigates the selections that are made by the regional actors involved in two regional branding projects in F landers. Furthermore, it unravels which underlying factors influence these selection processes.