Introduction to interregional place branding

Sebastian Zenker (Lead / Corresponding author), Björn P. Jacobsen

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Citations (Scopus)

Abstract

Place branding is an inherently difficult venture, since places are complex systems of geographical abstractions, each one understood in relation and contrast to other geographical entities. Even at the smallest size – a district, town, or city a place is quite complex, but it becomes even more challenging when the entity exists on a higher level, like a region, two or more joined regions, or a country. When performing place branding, regions often not only differentiate themselves but also cooperate (within one country or between countries), thereby building socalled interregional brands with a high degree of complexity. In this chapter, we will define the place brand and examine different concepts to understand branding as they relate to places. In a next step, we will highlight the special character of interregional place branding. Finally, we will apply these concepts to a particular interregional place branding case, namely, the Fehmarnbelt region. In this way, we aim to provide a strong foundation for the cases and concepts detailed by subsequent authors.

Original languageEnglish
Title of host publicationInter-Regional Place Branding:
Subtitle of host publication Best Practices, Challenges and Solutions
PublisherSpringer International Publishing
Pages1-11
Number of pages11
ISBN (Electronic)9783319153292
ISBN (Print)9783319153292, 9783319153285
DOIs
Publication statusPublished - 2015

Keywords

  • Brand management
  • Brand perception
  • Interregional place branding
  • Place brand

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