Introduction to Interregional Place Branding

Sebastian Zenker, Björn P. Jacobsen

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

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 so-called 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.
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 so-called 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.
LanguageEnglish
Title of host publicationInter-Regional Place Branding : Best Practices, Challenges and Solutions
EditorsSebastian Zenker, Björn P. Jacobsen
Number of pages11
Place of PublicationCham
PublisherSpringer Science+Business Media
Date2015
Pages1-11
Chapter1
ISBN (Print)9783319153285
ISBN (Electronic)9783319153292
DOIs
StatePublished - 2015

Keywords

    Cite this

    Zenker, S., & Jacobsen, B. P. (2015). Introduction to Interregional Place Branding. In S. Zenker, & B. P. Jacobsen (Eds.), Inter-Regional Place Branding: Best Practices, Challenges and Solutions (pp. 1-11). Cham: Springer Science+Business Media. DOI: 10.1007/978-3-319-15329-2_1
    Zenker, Sebastian ; Jacobsen, Björn P./ Introduction to Interregional Place Branding. Inter-Regional Place Branding: Best Practices, Challenges and Solutions. editor / Sebastian Zenker ; Björn P. Jacobsen. Cham : Springer Science+Business Media, 2015. pp. 1-11
    @inbook{45a9b92afc2f44c2aef15689665465cb,
    title = "Introduction to Interregional Place Branding",
    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 so-called 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.",
    keywords = "Place Brand, Brand Management, Brand Perception, Interregional Place Branding",
    author = "Sebastian Zenker and Jacobsen, {Bj{\"o}rn P.}",
    year = "2015",
    doi = "10.1007/978-3-319-15329-2_1",
    language = "English",
    isbn = "9783319153285",
    pages = "1--11",
    editor = "Sebastian Zenker and Jacobsen, {Bj{\"o}rn P. }",
    booktitle = "Inter-Regional Place Branding",
    publisher = "Springer Science+Business Media",
    address = "Germany",

    }

    Zenker, S & Jacobsen, BP 2015, Introduction to Interregional Place Branding. in S Zenker & BP Jacobsen (eds), Inter-Regional Place Branding: Best Practices, Challenges and Solutions. Springer Science+Business Media, Cham, pp. 1-11. DOI: 10.1007/978-3-319-15329-2_1

    Introduction to Interregional Place Branding. / Zenker, Sebastian; Jacobsen, Björn P.

    Inter-Regional Place Branding: Best Practices, Challenges and Solutions. ed. / Sebastian Zenker; Björn P. Jacobsen. Cham : Springer Science+Business Media, 2015. p. 1-11.

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    TY - CHAP

    T1 - Introduction to Interregional Place Branding

    AU - Zenker,Sebastian

    AU - Jacobsen,Björn P.

    PY - 2015

    Y1 - 2015

    N2 - 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 so-called 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.

    AB - 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 so-called 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.

    KW - Place Brand

    KW - Brand Management

    KW - Brand Perception

    KW - Interregional Place Branding

    U2 - 10.1007/978-3-319-15329-2_1

    DO - 10.1007/978-3-319-15329-2_1

    M3 - Book chapter

    SN - 9783319153285

    SP - 1

    EP - 11

    BT - Inter-Regional Place Branding

    PB - Springer Science+Business Media

    CY - Cham

    ER -

    Zenker S, Jacobsen BP. Introduction to Interregional Place Branding. In Zenker S, Jacobsen BP, editors, Inter-Regional Place Branding: Best Practices, Challenges and Solutions. Cham: Springer Science+Business Media. 2015. p. 1-11. Available from, DOI: 10.1007/978-3-319-15329-2_1