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Branding Regional Identity As A Driver For Rural Development

Author

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  • Messely, Lies
  • Dessein, Joost
  • Lauwers, Ludwig H.

Abstract

Within the globalizing world, regions and their identities are subjected to great pressure. At present, places are engaged in a process of “territorial competition” in an integrated world economy. The identity of the region can be used as a starting point to brand a region and differentiate it from others. In the regional branding process, the region as a whole becomes a product or brand and offers a “basket” of regional products and services. This paper discusses the possibility of regional identity as a mobilizing force for rural development, by studying best practice examples of regional branding. Using the grounded theory approach, we conducted interviews in three case regions: West Cork (Ireland), Groene Woud (the Netherlands) and Pajottenland (Belgium). The study of these cases led to the formulation of critical success factors on the organization of regional branding.

Suggested Citation

  • Messely, Lies & Dessein, Joost & Lauwers, Ludwig H., 2009. "Branding Regional Identity As A Driver For Rural Development," 113th Seminar, December 9-11, 2009, Belgrade, Serbia 57406, European Association of Agricultural Economists.
    • Handle: RePEc:ags:ea113a:57406
    DOI: 10.22004/ag.econ.57406
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    Cited by:

    1. Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2017. "Place branding, embeddedness and endogenous rural development: Four European cases," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 273-292, November.
    2. Márcio Lopes Pimenta & Éderson Luiz Piato & Luiz Henrique de Barros Vilas Boas & Stella Naomi Moriguchi, 2012. "Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands," Brazilian Business Review, Fucape Business School, vol. 9(3), pages 119-140, July.
    3. Hruška Vladan & Broumová Lucie & Píša Jan, 2017. "Assessing the Regionality Degree of Regional Products o The Ustí Region (Czechia)," European Countryside, Sciendo, vol. 9(4), pages 832-849, December.
    4. Cavicchi, Alessio & Rinaldi, Chiara & Corsi, Michele, 2013. "Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(A), pages 1-18.
    5. Agnes Szunomar (ed.), 2014. "Chinese investments and financial engagement in Visegrad countries - Myth or reality?," Economic books, Institute for World Economics - Centre for Economic and Regional Studies, number 201411.

    More about this item

    Keywords

    Agribusiness; Community/Rural/Urban Development; International Development;
    All these keywords.

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