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Regional Culture in the Market Place: Place Branding and Product Branding as Cultural Exchange

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  • Nick Clifton

Abstract

In the modern consumer economy, the intangible or symbolic qualities of a product play a decisive role in its success or otherwise in the market place. Moreover, this applies to places as well as to physical products. This in turn poses a key research question—how can regions establish and maintain their distinctiveness in an ever more globalized and standardized world? Employing empirical data from the 6th framework project CURE, we observe three European regions (Györ, Styria and Wales) as taking different paths in response to comparable challenges that are economic but more specifically in relation to issues of branding and image. The rationale for this paper is then to investigate one of these regions in some detail—the case of Wales—in order to explore how the interaction between regional products and cultural manifestations of regional identity can play out in a specific European region (or nation in this case). We then speculate on the generalizability of these findings and suggest an agenda for further research.

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  • Nick Clifton, 2011. "Regional Culture in the Market Place: Place Branding and Product Branding as Cultural Exchange," European Planning Studies, Taylor & Francis Journals, vol. 19(11), pages 1973-1994, June.
    • Handle: RePEc:taf:eurpls:v:19:y:2011:i:11:p:1973-1994
    DOI: 10.1080/09654313.2011.618689
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    References listed on IDEAS

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    1. Giovannucci, Daniele & Josling, Timothy & Kerr, William & O'Connor, Bernard & Yeung, May T., 2009. "Guide to Geographical Indications: Linking Products and Their Origins (Summary)," MPRA Paper 27955, University Library of Munich, Germany.
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    Cited by:

    1. Navin Kumar & Rajeev Kumar Panda, 2019. "Place branding and place marketing: a contemporary analysis of the literature and usage of terminology," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 255-292, December.
    2. Nick Clifton & Alessia Usai, 2019. "Non-state nations: Structure, rescaling, and the role of territorial policy communities, illustrated by the cases of Wales and Sardinia," Environment and Planning C, , vol. 37(6), pages 1024-1044, September.
    3. Alok Acharya & Zillur Rahman, 2016. "Place branding research: a thematic review and future research agenda," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 289-317, October.
    4. Amir Maghssudipour & Marco Bellandi & Annalisa Caloffi, 2023. "The role of language in international trade and the “made in Italy”," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 50(3), pages 677-702, September.
    5. Jochen Hirschle & Tuuli-Marja Kleiner, 2014. "Regional cultures attracting interregional migrants," Urban Studies, Urban Studies Journal Limited, vol. 51(16), pages 3348-3364, December.
    6. Charton-Vachet, Florence & Lombart, Cindy, 2018. "Impact of the link between individuals and their region on the customer-regional brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 170-187.

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