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. Regional branding is aimed at creating a more distinctive image or reputation, which helps to increase regional competitiveness. 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. Comparative analysis of the cases demonstrates the importance of passionate initiators as ambassadors of the region and the advantage of a well-coordinated internal network in the region. Next to that, the internal marketing of the region is considered an important critical success factors.
This paper focuses on the process of region formation and its interrelation with agency and regional identity. The region formation processes of two regions in Flanders (Belgium) were analysed, using a framework assessing the institutionalisation of regions. Based on semi-structured interviews and policy documents, the analysis confirmed the usefulness of the concept of institutionalisation to understand and visualise the evolution and ongoing dynamics of region formation processes. The analysis reveals the importance of the dynamic and interactive character of the different aspects of the framework of institutionalisation. The region formation processes in the two regions also indicate the importance of individual catalysts, people who stimulate synergies between the different aspects of the process, resulting in the (re)production of the region and its identity. Regional attachment or ‘regional identity’ was indispensable in the actions of these catalysts and the region formation processes.
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.
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