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Developing an Umbrella Brand for Cross-Border Maritime Destinations: A Case Study of Baltic Sustainable Boating

Author

Listed:
  • Marta Czarnecka-Gallas

    (Department of International Business, Faculty of Economy, University of Gdansk, 80-309 Gdańsk, Poland)

  • Liisi Lees

    (Estonian Marine Institute, University of Tartu, 12618 Tallinn, Estonia)

  • Jonne Kotta

    (Estonian Marine Institute, University of Tartu, 12618 Tallinn, Estonia)

Abstract

The article explores the development of Baltic Sustainable Boating 2030 (BSB2030), a cross-border destination brand for the Baltic Sea Region. Based on stakeholder engagement from 2022–2024, including a branding workshop and preliminary market testing at BOOT Düsseldorf 2024, the study highlights how shared maritime identity and sustainability values can support transnational branding. The findings show that multi-level stakeholder involvement and values-based narratives strengthen regional appeal, yet the brand still lacks emotional resonance, clear messaging, and coherent governance. While BSB2030 successfully promotes eco-consciousness, regional diversity, and accessibility, it faces challenges related to long-term strategy, financing, and cross-border communication.

Suggested Citation

  • Marta Czarnecka-Gallas & Liisi Lees & Jonne Kotta, 2025. "Developing an Umbrella Brand for Cross-Border Maritime Destinations: A Case Study of Baltic Sustainable Boating," Sustainability, MDPI, vol. 17(9), pages 1-14, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:9:p:3978-:d:1644876
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    References listed on IDEAS

    as
    1. Kyriaki Glyptou & Nikos Kalogeras & Dimitrios Skuras & Ioannis Spilanis, 2022. "Clustering Sustainable Destinations: Empirical Evidence from Selected Mediterranean Countries," Sustainability, MDPI, vol. 14(9), pages 1-21, May.
    2. Olli-Pekka Brunila & Vappu Kunnaala-Hyrkki & Tommi Inkinen, 2023. "Sustainable small ports: performance assessment tool for management, responsibility, impact, and self-monitoring," Journal of Shipping and Trade, Springer, vol. 8(1), pages 1-24, December.
    Full references (including those not matched with items on IDEAS)

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