Masson, Lewis (2022) Applying place branding lessons to the Eemsdelta, Groningen, Netherlands. Master thesis.
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Abstract
Stimulating economic activity on a regional level is no easy task, and in order to stay competitive in a globalising world, it helps when places have a dynamic brand. In doing this, an array of techniques and strategies can be used. Small regions like the Eemsdelta in Groningen in the Netherlands can boost its brand by developing a strong and coherent place branding strategy. This research project examines the role that place branding and planning play in not only developing a successful regional place brand but investigates the ways regions can exploit new markets to stimulate economic growth and prosperity. This qualitative thesis identifies and analyses national and international case study examples to form a ‘best practice’ guide to regional place branding. The lessons learnt can be applied to the Eemsdelta showing how to develop a coherent place brand that promotes inclusivity. Inclusivity has been regularly conceptualised within the place branding and spatial planning debate however concrete ways, strategies and methods on how to achieve this has been largely neglected. The creation of a joint storyline fostered through the formation of coalitions; a bottom-up multi-stakeholder branding strategy are ways to achieve this. In order to ensure the long-term economic success of regions, it is necessary to focus on empowerment, discussion & involvement to ensure the long-term success of place brand identities. Place branding is a vital component for spatial planning as it uses the power of imagination to visualise ideal futures for communities.
| Item Type: | Thesis (Master) |
|---|---|
| Degree programme: | Environmental & Infrastructure Planning |
| Supervisor: | Horlings, L.G. |
| Date Deposited: | 10 Feb 2022 10:38 |
| Last Modified: | 10 Feb 2022 10:38 |
| URI: | https://frw.studenttheses.ub.rug.nl/id/eprint/3749 |
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