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
Constructing cross-border advantage: a joint branding strategy for Galicia-no...Private
The Abstract can be found here - http://envisioningbetterfutures.blogspot.pt/2014/10/constructing-cross-border-advantage.html - The purpose of this presentation is to stimulate discussion on interregional place branding. It discusses the development of place branding across administrative border-regions, bringing together concepts of (un)related variety, knowledge-bases and policy-platforms, central to the idea of constructing regional advantage. This discussion has been presented during the Regional Studies Association Early Career Conference in Sheffield, UK.
:::The RSA:::
The Regional Studies Association works with its international membership to facilitate the highest standards of theoretical development, empirical analysis and policy debate of issues at this sub-national scale, incorporating both the urban and rural and different conceptions of space such as city-regions and interstitial spaces.
http://www.regionalstudies.org/
The ‘Place’ of Place Branding in Spatial Development Plans, Strategies and Po...Private
Place branding has been embraced by place managers and policy makers as a panacea for a bewildering assortment of socio-spatial and spatial-economic ailments. Despite recent theoretical developments, place branding research lacks an intellectual grounding or even positioning within spatial planning and strategic plan making. Firstly, this article aims to depict the ‘place’ of place branding and related concepts in spatial planning literature, and reveal existing ‘entanglements’ to further provide conceptual and theoretical foundations. Secondly, by employing a qualitative content analysis, it aims to dissect how place branding has been approached in 21 spatial development plans, strategic initiatives and policy documents, published by Portuguese authorities, partnership of enterprises, the European Union (EU) and the Organisation for Economic Co-operation and Development (OECD) stating the territorial, spatial-economic and sectorial development trajectories for Portugal and its regions, mainly for the period between 2014 and 2020. At the EU level, the country-specific recommendations published in line with Europe 2020 deserve special critique. The EU 2020 strategic pillars give guidance to the Member States, such as Portugal, in terms of how to grow smartly and in a sustainable and inclusive manner. However, the contribution of each pillar, respectively, to spatial connectedness, spatial sustainability and spatial liveability remains doubtful. Empirical evidence proves that the concepts of place competitiveness, place promotion, internationalisation and investment attraction prevail. However, branding, and specifically place branding, only receives superficial attention. Moreover, there is an inconsistency between the current research and practice on place branding and how it has been incorporated in spatial planning and development at the European, national, and regional levels.
This article aims to contribute to the advancement of place branding theory, methodology and practice as a number of methodological, theoretical and empirical challenges remain to be addressed. The argument here is that much terrain is yet to be uncovered by researchers in the investigation of the existing and potential linkage between spatial planning and place branding. In addition, it aims towards a better understanding of the way in which places and branding can be conceptually addressed, primarily by bringing a spatial dimension to the idea of branding places and its integration in spatial planning and strategic spatial plan making. By guiding the attention of academics, practitioners and policy makers towards a spatial-oriented approach to place branding, the article brings novelty to the scholarly and professional debate.
Place Branding and Strategic Spatial Planning InstrumentPrivate
International Place Management and Branding Conference
Manchester Metropolitan University, Manchester, United Kingdom 14th and 15th of February 2013
--
Abstract
Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place
branding literature that aims to assert the diversity and complexity of places in pursuit of various
economic, political or socio-psychological objectives. The second, is the strategic spatial planning
literature, that focus on place qualities and assets (e.g. social, cultural). Therefore, it re-examines the
process of a place branding strategy, by highlighting the importance of strategic thinking in place
competitiveness and non-linear regional development (i.e. explaining what strategic planning is, the role
in discontinued trajectories of progress in regions, and as a response about how to go further).
Strategic frameworks and visions for regional development, with an emphasis on the place assets and
strengths, will provide the basis for a branding strategy. The link between place branding and strategic
planning will determine the step forward for the theoretical debate, in both fields, by showing that doing
marketing and branding, with particular elements of strategic planning, is possible and recommended (e.g.
by convincing the stakeholders that new policies and territorial interventions are necessary).
Design/methodology/approach – The paper draws on place branding theory to point out the gap in the
literature explaining the role of strategic spatial planning on branding regions. The analytic framework
will be constructed by taking the Northwest region of Portugal as a case study. The region has a potential
to develop a strategy capable of moving decisively beyond the crisis and create the conditions to be more
competitive. Our argument, and contribution to the enrichment of the literature, is that a place branding
strategy could stimulate a new regional dynamic, consolidate the practice of spatial planning, embrace the
place complexity and uncertainty, and reshape the response to contemporary economic and social
challenges.
Findings – Theoretical developments in social marketing, non-profit marketing and specially, place
marketing, contributed to a greater interaction between place branding and strategic planning. Places,
often adopt strategic policies to try face economic and political challenges and in an effort to rebuild
awareness. The starting point is place branding theory as an instrument of spatial planning and place
management in order to understand the common ground as well as the role in branding regions.
Originality/value – The concept of place branding is well documented in the literature, but its application
in Portugal is relatively new. Moreov
Geography and Planning of Europe “Zooming in” Spain (Galicia) & Portugal (N...Private
European Territorial Cooperation
European Trans-national & cross-border cooperation
INTERREG I to IV + INTERREG EUROPE (2014-2020)
Spain-Portugal cooperation
POCTEC Spain-Portugal (2014-2020)
How does this cooperation reflect their:
Planning systems, cross-border planning;
Decision-making and financial capacity;
Socio-spatial, spatial-economic impacts;
--
Concrete examples of cross-border cooperation
NORTE 2020 + Galicia 2020 + Euroregion 2020
Joint Investment Programme Galicia-northern Portugal 2014-2020
Constructing cross-border advantage: a joint branding strategy for Galicia-no...Private
The Abstract can be found here - http://envisioningbetterfutures.blogspot.pt/2014/10/constructing-cross-border-advantage.html - The purpose of this presentation is to stimulate discussion on interregional place branding. It discusses the development of place branding across administrative border-regions, bringing together concepts of (un)related variety, knowledge-bases and policy-platforms, central to the idea of constructing regional advantage. This discussion has been presented during the Regional Studies Association Early Career Conference in Sheffield, UK.
:::The RSA:::
The Regional Studies Association works with its international membership to facilitate the highest standards of theoretical development, empirical analysis and policy debate of issues at this sub-national scale, incorporating both the urban and rural and different conceptions of space such as city-regions and interstitial spaces.
http://www.regionalstudies.org/
The ‘Place’ of Place Branding in Spatial Development Plans, Strategies and Po...Private
Place branding has been embraced by place managers and policy makers as a panacea for a bewildering assortment of socio-spatial and spatial-economic ailments. Despite recent theoretical developments, place branding research lacks an intellectual grounding or even positioning within spatial planning and strategic plan making. Firstly, this article aims to depict the ‘place’ of place branding and related concepts in spatial planning literature, and reveal existing ‘entanglements’ to further provide conceptual and theoretical foundations. Secondly, by employing a qualitative content analysis, it aims to dissect how place branding has been approached in 21 spatial development plans, strategic initiatives and policy documents, published by Portuguese authorities, partnership of enterprises, the European Union (EU) and the Organisation for Economic Co-operation and Development (OECD) stating the territorial, spatial-economic and sectorial development trajectories for Portugal and its regions, mainly for the period between 2014 and 2020. At the EU level, the country-specific recommendations published in line with Europe 2020 deserve special critique. The EU 2020 strategic pillars give guidance to the Member States, such as Portugal, in terms of how to grow smartly and in a sustainable and inclusive manner. However, the contribution of each pillar, respectively, to spatial connectedness, spatial sustainability and spatial liveability remains doubtful. Empirical evidence proves that the concepts of place competitiveness, place promotion, internationalisation and investment attraction prevail. However, branding, and specifically place branding, only receives superficial attention. Moreover, there is an inconsistency between the current research and practice on place branding and how it has been incorporated in spatial planning and development at the European, national, and regional levels.
This article aims to contribute to the advancement of place branding theory, methodology and practice as a number of methodological, theoretical and empirical challenges remain to be addressed. The argument here is that much terrain is yet to be uncovered by researchers in the investigation of the existing and potential linkage between spatial planning and place branding. In addition, it aims towards a better understanding of the way in which places and branding can be conceptually addressed, primarily by bringing a spatial dimension to the idea of branding places and its integration in spatial planning and strategic spatial plan making. By guiding the attention of academics, practitioners and policy makers towards a spatial-oriented approach to place branding, the article brings novelty to the scholarly and professional debate.
Place Branding and Strategic Spatial Planning InstrumentPrivate
International Place Management and Branding Conference
Manchester Metropolitan University, Manchester, United Kingdom 14th and 15th of February 2013
--
Abstract
Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place
branding literature that aims to assert the diversity and complexity of places in pursuit of various
economic, political or socio-psychological objectives. The second, is the strategic spatial planning
literature, that focus on place qualities and assets (e.g. social, cultural). Therefore, it re-examines the
process of a place branding strategy, by highlighting the importance of strategic thinking in place
competitiveness and non-linear regional development (i.e. explaining what strategic planning is, the role
in discontinued trajectories of progress in regions, and as a response about how to go further).
Strategic frameworks and visions for regional development, with an emphasis on the place assets and
strengths, will provide the basis for a branding strategy. The link between place branding and strategic
planning will determine the step forward for the theoretical debate, in both fields, by showing that doing
marketing and branding, with particular elements of strategic planning, is possible and recommended (e.g.
by convincing the stakeholders that new policies and territorial interventions are necessary).
Design/methodology/approach – The paper draws on place branding theory to point out the gap in the
literature explaining the role of strategic spatial planning on branding regions. The analytic framework
will be constructed by taking the Northwest region of Portugal as a case study. The region has a potential
to develop a strategy capable of moving decisively beyond the crisis and create the conditions to be more
competitive. Our argument, and contribution to the enrichment of the literature, is that a place branding
strategy could stimulate a new regional dynamic, consolidate the practice of spatial planning, embrace the
place complexity and uncertainty, and reshape the response to contemporary economic and social
challenges.
Findings – Theoretical developments in social marketing, non-profit marketing and specially, place
marketing, contributed to a greater interaction between place branding and strategic planning. Places,
often adopt strategic policies to try face economic and political challenges and in an effort to rebuild
awareness. The starting point is place branding theory as an instrument of spatial planning and place
management in order to understand the common ground as well as the role in branding regions.
Originality/value – The concept of place branding is well documented in the literature, but its application
in Portugal is relatively new. Moreov
Geography and Planning of Europe “Zooming in” Spain (Galicia) & Portugal (N...Private
European Territorial Cooperation
European Trans-national & cross-border cooperation
INTERREG I to IV + INTERREG EUROPE (2014-2020)
Spain-Portugal cooperation
POCTEC Spain-Portugal (2014-2020)
How does this cooperation reflect their:
Planning systems, cross-border planning;
Decision-making and financial capacity;
Socio-spatial, spatial-economic impacts;
--
Concrete examples of cross-border cooperation
NORTE 2020 + Galicia 2020 + Euroregion 2020
Joint Investment Programme Galicia-northern Portugal 2014-2020
The Digital Challenge in Destination Branding: Brief Approach to the Portugue...Private
Oliveira, Eduardo (2013), “The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case”, Conference Proceedings of the International Tourism Week Conference Series V - New Trends in Tourism Management and Marketing, 15th and -16th of April, Akdeniz University, Antalya, Turkey [ISBN 978-605-4483-14-3].
Abstract
The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination branding strategy, could be a driving force to improve their strategic positioning, competitiveness, and to optimise the benefits they derive from tourism. The aim of this paper is to explore developments in branding Portugal as a tourism destination, namely what the online tourism promotional material is saying about the country. We intend to contribute to the discussion concerning the best strategies for Destination Portugal.
INTERNATIONAL CONFERENCE: SUSTAINABILITY ISSUES AND CHALLENGES IN TOURISM
3-5 October 2013, Istanbul, Turkey
http://www.butrmconferences.org/
The Benefits of City and Regional Branding - Presentation to Local Authoritie...Malcolm Allan
This is the presentation I gave at Gardermoen Airport in Oslo in June 2014 to the mayors of the Oslo City region on the benefits of city and region branding and the important role that regional airports can play in brand development and promotion.
This presentation looks at the new era of branding and how it affects destination branding. There is a case study of what Hong Kong did to brand itself and an overview of the key issues any destination must face when when seeking to brand.
DO WE REALLY NEED PARTICIPATION IN PLANNING?
JOSÉ CARLOS MOTA
DEPARTMENT OF SOCIAL, POLITICAL AND TERRITORIAL SCIENCES - UNIVERSITY OF AVEIRO
jcmota@ua.pt
SINERGI -SOCIAL INTEGRATION THROUGH URBAN GROWTH STRATEGIES
Second Thematic Seminar, Lisbon April 14-16th 2015
One of the most notable qualities of the current globalisation process is the articulation of an institutional regulation model based on the intensive exploitation of space and a decentralised dispersion of economic activities, alongside the throng of high-income tertiary activities such as the leisure and culture industries (Borja/Castells, 1997).
https://jst.org.in/index.html
Our journal has journal is more than just a repository of articles; it is a cornerstone for the scholarly community. It serves as an academic medium, a conduit through which research findings are not only shared but also scrutinized, validated, and built upon.
What is talia ( http://interreg-med.eu/thematics/social-creative/) Social & Creative MED
TALIA (Territorial Appropriation of Leading-edge Innovation Actions) builds and develops the Social & Creative community of the InterregMED Programme by orchestrating the progress and results of individual projects within the Priority Axis specifically related to Cultural and Creative Industries on the one hand, and Social Innovation (Open Data, Social Entrepreneurship and Public Sector Innovation) on the other. More info at http://interreg-med.eu/thematics/social-creative/
From Selling the City to City Branding. A Critical PerspectivePrivate
Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira.
"Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
The Digital Challenge in Destination Branding: Brief Approach to the Portugue...Private
Oliveira, Eduardo (2013), “The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case”, Conference Proceedings of the International Tourism Week Conference Series V - New Trends in Tourism Management and Marketing, 15th and -16th of April, Akdeniz University, Antalya, Turkey [ISBN 978-605-4483-14-3].
Abstract
The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination branding strategy, could be a driving force to improve their strategic positioning, competitiveness, and to optimise the benefits they derive from tourism. The aim of this paper is to explore developments in branding Portugal as a tourism destination, namely what the online tourism promotional material is saying about the country. We intend to contribute to the discussion concerning the best strategies for Destination Portugal.
INTERNATIONAL CONFERENCE: SUSTAINABILITY ISSUES AND CHALLENGES IN TOURISM
3-5 October 2013, Istanbul, Turkey
http://www.butrmconferences.org/
The Benefits of City and Regional Branding - Presentation to Local Authoritie...Malcolm Allan
This is the presentation I gave at Gardermoen Airport in Oslo in June 2014 to the mayors of the Oslo City region on the benefits of city and region branding and the important role that regional airports can play in brand development and promotion.
This presentation looks at the new era of branding and how it affects destination branding. There is a case study of what Hong Kong did to brand itself and an overview of the key issues any destination must face when when seeking to brand.
DO WE REALLY NEED PARTICIPATION IN PLANNING?
JOSÉ CARLOS MOTA
DEPARTMENT OF SOCIAL, POLITICAL AND TERRITORIAL SCIENCES - UNIVERSITY OF AVEIRO
jcmota@ua.pt
SINERGI -SOCIAL INTEGRATION THROUGH URBAN GROWTH STRATEGIES
Second Thematic Seminar, Lisbon April 14-16th 2015
One of the most notable qualities of the current globalisation process is the articulation of an institutional regulation model based on the intensive exploitation of space and a decentralised dispersion of economic activities, alongside the throng of high-income tertiary activities such as the leisure and culture industries (Borja/Castells, 1997).
https://jst.org.in/index.html
Our journal has journal is more than just a repository of articles; it is a cornerstone for the scholarly community. It serves as an academic medium, a conduit through which research findings are not only shared but also scrutinized, validated, and built upon.
What is talia ( http://interreg-med.eu/thematics/social-creative/) Social & Creative MED
TALIA (Territorial Appropriation of Leading-edge Innovation Actions) builds and develops the Social & Creative community of the InterregMED Programme by orchestrating the progress and results of individual projects within the Priority Axis specifically related to Cultural and Creative Industries on the one hand, and Social Innovation (Open Data, Social Entrepreneurship and Public Sector Innovation) on the other. More info at http://interreg-med.eu/thematics/social-creative/
From Selling the City to City Branding. A Critical PerspectivePrivate
Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira.
"Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
Collective ideation within the context of science and technology parks and re...Lotte Geertsen
Abstract: A central element in the theory of clustering is the idea that physical clustering of businesses
within specialized sectors is a source for regional economic growth. The spatial proximity of companies
and institutions within related industries create a specific setting in which learning, knowledge sharing
and mutual competition are encouraged. Additionally, active participation within the innovation eco-system
of a Science & Technology Park provides actors access to knowledge, facilities and complementary
contacts and network structures. Collective ideation helps an organization to improve the positioning
within the technological field and economic market, especially within an innovation ecosystem because
actors are dependent on each other’s behaviour to be successful in innovation. This research focuses
on the question how to design the collective ideation process in particular to foster interactions within
the context of a science & technology parks? This research is based on semi-structured interviews,
conducted at all development stages (idea, startup, grow and mature) of Dutch science & technology
parks with stakeholders from different perspectives, based on the triple-helix structure (government,
industry, research). The study describes how multiple stakeholders benefit from collective ideation, what
mechanisms and tools are used in practice and also describes prerequisites and limitations of collective
ideation.
“Clustering strategy” explains why the clustering strategy is essential for the destination development planning, and how structuring the territory is a key factor for competitiveness and sustainability, with supporting case studies that help the strategy planners envision creative solutions to their destination planning challenges.
Press document - Barcelona, 27 July 2016. Lebanon: Solid Waste & Sewage Treatment in Cluster-Based Approach for Economic Development: Exchange of visits & Training Program (Catalonia 17-22 of July 2016)
Lebanon: Solid Waste & Sewage Treatment in Cluster-Based Approach for Economic Development: Exchange of visits & Training Program (Catalonia 17-22 of July 2016)
Marcas territoriais como um instrumento do planeamento territorial estratégicoPrivate
A principal linha de raciocínio postulada neste documento e nos artigos académicos que lhe
deram origem - place branding como um instrumento do planeamento estratégico territorial - é uma
linha de raciocínio e de investigação que pretende ir muito mais além do que a escala regional.
Procura também distanciar-se da abordagem baseada em princípios e conceitos do branding e
marketing corporativos que continuam a dominar o discurso contemporâneo em place branding.
Importa ainda sublinhar que a linha de raciocínio exacerbada nesta tese não pretende menosprezar
ou desvalorizar o valor de uma abordagem mais próxima aos conceitos dos negócios, como branding
e marketing corporativos, mas visa sim complementá-la e enriquecê-la - explorando uma abordagem
mais geográfica-territorial ao place branding que pode introduzir mais eficácia, ser mais justa e
socialmente mais responsável.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
12. 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)
13.
14.
15.
16.
17. 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.
22. 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
23. Stay aware – places are living realities (genius loci)
27. 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
31. 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.
32. 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
33. 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)
34. And a story within a context II
Regulation (European Council) no. 1302/2013,
17 December.
37. From Suevos to Gallecia and Galiza (526dc)
From Portucalle to Portugal
38. (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
40. 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
41. 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
42. 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.
44. EGTC – GNP: Operability
Industry
Universities
R&D
Tourism
Creativity
Knowledge
Techn.
Sea
Key regional sectors towards cross-border branding
45. GNP Cross-border brand: Is it possible? I
1st – ‘spatial cleaning operation’
Territorial re-organization
Cross-Border Strategy Spatial Planning
46. GNP Cross-border brand: Is it possible? II
2nd – ‘search for the very best’
Visibility
Give voice to Gallegos and Portugueses
Reputation
47. GNP Cross-border brand: Is it possible? III
3rd – ‘joining forces, procedures, strategic tools’
Engage
Tailored & Context Sensitive
Co-Create(ion)
48. 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).
49. 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).
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
OVERCOME THE OBSTACLES TO CROSS-BORDER COOPERATION
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;
Sustainability;
Innovation;
Progress;
Talent;
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: