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Place branding in the Øresund region: From a transnational region to a bi-national city-region

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  • Jesper Falkheimer

    (Lund University)

Abstract

The Øresund Region that connects Copenhagen metropolitan area in Denmark and Southern Sweden is an interesting example of a European cross-border collaboration. In this article, the contemporary development of the region and the place branding process is described. The aim is to increase understanding of how a complex and bi-national place brand is developed in a process of continuous change due to societal and political contexts. The article is inspired by a theoretical framework for place branding based on ideas from corporate branding (Kavaratzis, 2004) and organizational identity (Kavaratzis & Hatch, 2013), and emphasizes the role of media. The place branding process is defined in three contemporary phases: the public opinion phase, the invoking of a transnational brand phase, and the Europe of City-Regions phase. The analysis leads to two main conclusions: (1) the development of the current place brand at hand mirrors a possible change in geo-spatial focus in: from a transnational approach toward a bi-national city-based approach and (2) the case study suggests that a strategic communication logic, focusing residents rather than the wills of elites, is more relevant to such cases than a marketing logic.

Suggested Citation

  • Jesper Falkheimer, 2016. "Place branding in the Øresund region: From a transnational region to a bi-national city-region," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(2), pages 160-171, August.
    • Handle: RePEc:pal:pbapdi:v:12:y:2016:i:2:d:10.1057_s41254-016-0012-z
    DOI: 10.1057/s41254-016-0012-z
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    References listed on IDEAS

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    1. Anette Therkelsen, 2015. "Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogue," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 159-173, Springer.
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    Cited by:

    1. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
    2. Barbora Gulisova, 2021. "Rural place branding processes: a meta-synthesis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 368-381, December.
    3. Adam Peacock & Simon Pemberton, 2024. "The neglected spaces of economic rescaling: Insights into the in-between spaces of city-regionalism," Environment and Planning C, , vol. 42(3), pages 417-436, May.

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