Cross-border Place Branding: Zooming in the potential case of Galicia and Northern Portugal


Published on

Cross-border Place Branding Zooming in the potential case of
Galicia and Northern Portugal
Presentation during the Interregional Place Branding Conference, March 3, Lubeck, Germany
​Eduardo Oliveira, Ph.D. Candidate
Department of Spatial Planning & Environment
Faculty of Spatial Sciences, University of Groningen, The Netherlands

Published in: Education
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • critically, creatively, strategically
  • Nós confundimos a marca eo produto
    O problema é a comercialização ou o produto?
    Nosso objetivo é criar a única, distinta, a heterogeneidade
    Nós realmente criar semelhança, a imitação, a homogeneidade
    Mesmas técnicas, as mesmas práticas, as mesmas empresas de consultoria
    Soluções universais aplicadas a problemas específicos
  • Controversial, dark realities
  • Need to develop place branding, independently of the geographical scale of application (i.e. city, regional, national, and across administrative borders)
    Despite theoretical developments in place branding (…)
    Lucarelli and Berg, 2011; Kavaratzis,(2012)
  • Tailored – context sensitive approaches
  • One seize fits all
  • Assets
    Place assets
    Place qualities
  • Strategically thinking about the future. The constructions of visions for a region and
    their cities, in the context of an unified initiative and arrangements between place stakeholders and consensus-building among strategic networks. As cross-border areas are organised by multiple actors, a strategic spatial planning could establish solid links for effective decision-making;
    Integrated decision-making and place branding. If we accept that the constituent elements of places are linked with others in distant geographies, we may aim to reconsider the definition of inter-territorial competition. Territories are involved in highly complex relations of co-dependency, co-operation, co-opetition. Therefore oversimplifying the relations only to competition may lead to failure. An integrated approach to place branding may support integrated decision-making concerning agreements of cooperation, strategic networks and organisations, through strategic planning, as opposed to the blind and frenetic rush to attract investment, talent and tourists.
    Improving co-ordination mechanisms. Strategic spatial planning has a core of objectives, coordination and/or convergence between sectoral policies around a disparity of governments, such as in cross-border areas. Furthermore, flexibility and adaptability to circumstances of strategic planning could be an advantage when building-cross-border branding strategies.
  • EU - Cooperation instrument
    allowing the cooperative groups to implement territorial cooperation projects financed by the EU.
    A region reflects the historical roots of the place and its social and economic dynamics where multiple activities take place, such as tourism. In this regarding, I clarify what is a region for the role they could play to economically and socially lift a country up, such as Portugal.
  • Similar language (Portuguese and Galician), weather, culture, landscape and natural environment, gastronomy and enology.
    Commercial and labour trade but also for leisure time and tourism.
  • 10 reasons to Invest in the Euro-region
    An open door to the world (Europe, America, and Africa);
    Solid representation of the main industrial sectors.
    A well connected region by sea, land and air;
    Industrial Estates for Expansion;
    Outstanding quality of life;
    Institutional Support;
  • Accordingly, we underline that joint cross-border place branding initiative to the extended cross-border European region Galicia-Northern Portugal could be able to support and encourage:
  • Accordingly, we underline that joint cross-border place branding initiative to the extended cross-border European region Galicia-Northern Portugal could be able to support and encourage:
  • Cross-border Place Branding: Zooming in the potential case of Galicia and Northern Portugal

    1. 1. It draws important lessons from the idea of interregional branding and aims to encourage a unique cross-border storyline (trade, RD, Entre. Jobs)
    2. 2. A story with content Place Branding Strategic Spatial Planning Cross-border Place branding 20m.
    3. 3. And a story within a context Galicia Northern Portugal European Union Europe
    4. 4. Let’s go back to the story and the content Place Branding
    5. 5. A story where the literature is wide and practice all around Hankinson, (2010) Interregional place branding Cross-borber place branding
    6. 6. All around the world…
    7. 7. But a story with (content) misalignments, pitfalls BRANDING The paradox at the heart of place branding is that it has been widely embraced by place management authorities world-wide as a panacea for a bewildering diversity of economic and social ailments. Ashworth (2011)
    8. 8. Also a story with (content) gaps Pasquinelli (2013) There is an apparent gap in place branding literature which overlooks inter-territorial branding or branding across administrative borders.
    9. 9. Rainbow, Love, and Silicon (“somewhere”)
    10. 10. Evolutions, revolutions and perspectives Place branding has the capability of providing something for everybody, only because, and only when, they are created by everybody Content Co-Creation
    11. 11. Stay aware – places are living realities (genius loci)
    12. 12. Be realistic and honest
    13. 13. Partnering with neighbours might be fruitful Values Physicality Uniqueness building Common Features Brand-story building Identity Network building
    14. 14. Place branding across-administrative-borders (regions)
    15. 15. Under development, but with base lines (connecting dots) Infra-structures R&D Investment Living realities Language Identity Governance Government Potential Workforce Needs Assets Trade Labour mobility
    16. 16. Zooming IN content, context, theoretical approach
    17. 17. Zooming IN content (theoretical approach), context Church and Reid (1996) Perkmann (2003) Hospers (2007) Asheim, Cooke, Boschma, Castillo Hermosa, Annerstedt (2006) Asheim, Coenen, Moodysson, Vang (2003) Cooke (1992) Paasi (2009)
    18. 18. Theoretical approach towards the context Friedmann (1987) Hosper (2002) Healey (1997) Pederson (2004) Hillier (2002) Andersson (2007) Albrechts (2013) Pasquinelli (2013)
    19. 19. A Strategic Spatial Planning approach to cross-border (place) branding I Paasi & Zimmerbauer (2011) Regions have become a much used ‘slogan’ in planning and regional governance, used as a tool in the promotion of social cohesion, cooperation, regional marketing and economic development (…) Cooke & Morgan (1994) Regional identify has become important in cultural discourse, planning and place marketing (…) Ashworth (2011) Place branding lacks at present any intellectual grounding or even positioning within spatial planning and policy-making.
    20. 20. A Strategic Spatial Planning approach to cross-border (place) branding II Mintzberg (1994) Ashworth and Kavaratzis (2010) Pasqui (2011) STRATEGICALLY THINKING ABOUT THE FUTURE CONSTRUCTION OF VISIONS - ENVISIONING BETTER FUTURES for a place (country, regions), in the context of an UNIFIED INITIATIVE. Arrangements between place stakeholders; Consensus-building; Strategic networks. INTEGRATED DECISION-MAKING AND PLACE BRANDING INTEGRATED APPROACH TO PLACE BRANDING may support (integrated) decision-making concerning agreements of cooperation; Multilevel synergies to support policy-making. IMPROVING CO-ORDINATION MECHANISMS Strategic spatial planning has a core of objectives - COORDINATION AND/OR CONVERGENCE between sectoral policies around a disparity of governments. FLEXIBILITY AND ADAPTABILITY TO CIRCUMSTANCES – TAILORED and CONTEXT SENSITIVE
    21. 21. And a story within a context I Regulation (European Council) no. 1082/2006. First EU cooperation structure with a legal personality Facilitate and promote territorial cooperation Strengthening the economic and social cohesion (EU)
    22. 22. And a story within a context II Regulation (European Council) no. 1302/2013, 17 December.
    23. 23. (NEW) EU steps towards cross-border cooperation
    24. 24. European Grouping of Territorial Cooperation Galicia-Northern Portugal
    25. 25. From Suevos to Gallecia and Galiza (526dc) From Portucalle to Portugal
    26. 26. (Unique) regional dynamics? I Northern Portugal Galicia #2 - Porto #3 - Braga #9 – Guimarães From the past to the present Santiago de Compostela A Coruña Ourense Pontevedra Lugo Vigo
    27. 27. (Unique) regional dynamics? II
    28. 28. EGTC – GNP: Deepen the context Key Figures Galicia (Dec/2013)* Unemployment rate - December/2013* Portugal - 15.40% Spain - 25.80% North Portugal 20.7% 16.1% 9.3% Population EGTC G-NP* 6.430.789 *EUROSTAT
    29. 29. EGTC – GNP: Main Objectives (docs. Are saying) Cross-border Cooperation Facilitating cross border relationship (e.g. governance; decision-making). Knowledge-Innovation Adding value to the euroregional entrepreneur base, by promoting competition through knowledge and innovation (e.g. universities; R & D). Infra-Structure Developing transport and access to basic transport systems (e.g. road/rail/air). Regional Cohesion Increasing euroregional social and institutional cohesion (e.g. human capital). Territorial cooperation Fostering regional competitiveness
    30. 30. EGTC – GNP: Main Propositions Governance Decentralisation Facilitation and coordination of the regions with public entities which take their liability portfolios, defined in terms of central governance. Employment Tax Health Rights Clarification of the cross-border human resources mobility. Institutional responsibility Center in EGTC’s financial responsibility for the management of cross border cooperation and territorial projects Partnerships Explore the possibility of participation of private entities in cooperation with the EGTC.
    31. 31. EGTC – GNP: Byzantine task?
    32. 32. EGTC – GNP: Operability Industry Universities R&D Tourism Creativity Knowledge Techn. Sea Key regional sectors towards cross-border branding
    33. 33. GNP Cross-border brand: Is it possible? I 1st – ‘spatial cleaning operation’ Territorial re-organization Cross-Border Strategy Spatial Planning
    34. 34. GNP Cross-border brand: Is it possible? II 2nd – ‘search for the very best’ Visibility Give voice to Gallegos and Portugueses Reputation
    35. 35. GNP Cross-border brand: Is it possible? III 3rd – ‘joining forces, procedures, strategic tools’ Engage Tailored & Context Sensitive Co-Create(ion)
    36. 36. Revisiting the theory: Building empirical significance I Cross-border trade • Sharing trade facilities and resources. • Sharing the participation in national and international trade fairs. Cross-border investment • Sharing facilities, social and human capital for joint investment. Promote synergies to support industrial production (e.g. exchanging know-how). • Take advantage of the tourism potential (e.g. pilgrimage) Cross-border infra-structure developments • Sharing facilities for cross-border mobility (e.g. railway networks connecting the main cities in the region).
    37. 37. Revisiting the theory: Building empirical significance II Cross-border R & D projects • Sharing facilities for nanotechnologies research (e.g. enhance the regional role of the International Iberian Nanotechnology Laboratory). • Sharing facilities for utilization of laboratories and best-practices in academic research (i.e. food, healthy, renewable energy). Cross-border entrepreneurship, employment and labour mobility • Facilitate strategic networks enterprise-university. • Start-up incentives. • Facilitate entrepreneurship networks (e.g. cross-border workshops).
    38. 38. Thank you (references upon request via email) Eduardo Oliveira