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Branding Regional Identity As A Driver For Rural Development

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

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    File URL: http://purl.umn.edu/57406
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    Paper provided by European Association of Agricultural Economists in its series 113th Seminar, December 9-11, 2009, Belgrade, Serbia with number 57406.

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    Date of creation: Dec 2009
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    Handle: RePEc:ags:ea113a:57406
    Contact details of provider: Web page: http://www.eaae.org
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