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Behind the Scenes of Place Branding: Unraveling the Selective Nature of Regional Branding

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  • Lies Messely
  • Joost Dessein
  • Elke Rogge

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 Flanders. Furthermore, it unravels which underlying factors influence these selection processes.

Suggested Citation

  • Lies Messely & Joost Dessein & Elke Rogge, 2015. "Behind the Scenes of Place Branding: Unraveling the Selective Nature of Regional Branding," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 106(3), pages 291-306, July.
    • Handle: RePEc:bla:tvecsg:v:106:y:2015:i:3:p:291-306
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    File URL: http://hdl.handle.net/10.1111/tesg.12099
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    References listed on IDEAS

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    1. Michael Keating, 1998. "The New Regionalism in Western Europe," Books, Edward Elgar Publishing, number 1193.
    2. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    3. Gert‐Jan Hospers, 2011. "Place Marketing In Shrinking Europe: Some Geographical Notes," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 102(3), pages 369-375, July.
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    Cited by:

    1. Alberte Tøttenborg & Can-Seng Ooi & Anne Hardy, 2023. "Place branding through public management lenses: supplementing the participatory agenda," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 114-127, March.
    2. Juha Halme, 2020. "Representation and power – Discursive constructions of stakeholder positions in regional place marketing collaboration," Environment and Planning C, , vol. 38(7-8), pages 1447-1464, November.
    3. Barbora Gulisova, 2021. "Rural place branding processes: a meta-synthesis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 368-381, December.

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