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Place branding, embeddedness and endogenous rural development: Four European cases

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  • Mechthild Donner

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Lummina Horlings

    (Planning Department - University of Groningen [Groningen])

  • Fatiha Fort

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Sietze Vellema

    (Knowledge, Technology and Innovation group - WUR - Wageningen University and Research [Wageningen])

Abstract

This article deals with place branding on the regional scale, in the rural context of food and tourism networks in Europe. Place branding is linked to the concepts of endogenous rural development, territory and embeddedness, by analysing how the valorisation of specific rural assets takes shape. The overall objective is to provide more understanding of how the branding of rural regions can contribute to endogenous rural development. Four European regional rural cases on place branding are explored, two from France, one from Ireland and one from Germany. Described are pre-conditions for branding, brand management, cooperation forms and development outcomes. The analysis is based on interviews as primary data and various secondary data. The cases all involve multiple stakeholders, and integrate the capacities and needs of local people. The findings show different levels of societal, structural and territorial embeddedness, and that higher degrees of embeddedness contribute to a successful branding process. The results indicate that place branding can support endogenous rural development and benefits from the adoption of common values and joint reflections on brand extensions, although there remains a need for more consistent impact measurement methods.

Suggested Citation

  • Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2016. "Place branding, embeddedness and endogenous rural development: Four European cases," Post-Print hal-01499060, HAL.
    • Handle: RePEc:hal:journl:hal-01499060
    DOI: 10.1057/s41254-016-0049-z
    Note: View the original document on HAL open archive server: https://hal.science/hal-01499060
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    2. Paolo Prosperi & Daniele Vergamini & Fabio Bartolini, 2020. "Exploring institutional arrangements for local fish product labelling in Tuscany (Italy): a convention theory perspective," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-16, December.
    3. WeiChung Huang & LiChung Jen, 2020. "Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China," Sustainability, MDPI, vol. 12(23), pages 1-20, November.
    4. Li, Dalei & Gao, Jianzhong, 2021. "Impact of Large-Scale Land Operation on the Development of Regional Public Brands of Agricultural Products," 2021 ASAE 10th International Conference (Virtual), January 11-13, Beijing, China 329397, Asian Society of Agricultural Economists (ASAE).
    5. Barbora Gulisova, 2021. "Rural place branding processes: a meta-synthesis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 368-381, December.
    6. Mathias Levi Toft Kristiansen & Maris Boyd Gillette, 2024. "Polanyi and the Other Alternative Food Network: What San Francisco‐Based Multi‐Level Marketers of “Healthy” Food Tell Us About Values in Market Societies," Economic Anthropology, Wiley Blackwell, vol. 11(1), pages 100-111, January.
    7. Michal Stoklasa & Eva Pitrunová, 2020. "Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 243-253.
    8. Michal Stoklasa & Eva Pitrunová, 2018. "Past and Future Research Trends of Regional Brands with Accent to Technology," Working Papers 0051, Silesian University, School of Business Administration.
    9. Alexander Raev & Ellen Minkman, 2020. "Emotional policies: Introducing branding as a tool for science diplomacy," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-10, December.

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