Place branding, embeddedness and endogenous rural development: Four European cases Mechthild Donner, Lummina Horlings, Fatiha Fort, Sietze Vellema

To cite this version:

Mechthild Donner, Lummina Horlings, Fatiha Fort, Sietze Vellema. Place branding, embeddedness and endogenous rural development: Four European cases. Place Branding and Public Diplomacy, Palgrave Macmillan, 2016, 13 (4), pp.1-20. ￿10.1057/s41254-016-0049-z￿. ￿hal-01499060￿

HAL Id: hal-01499060 https://hal.archives-ouvertes.fr/hal-01499060 Submitted on 30 Mar 2017

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Version postprint Author Proof endogenous ruraldevelopment: Four Europeancases. PlaceBranding andPublic Diplomacy,1-20. DOI: Donner, M.,Horlings,L., Fort,F.,Vellema, S.(2016). Placebranding, embeddedness and 234 233 232 231 230 229 228 227 226 225 272 271 270 269 268 267 266 265 264 263 262 261 260 259 258 257 256 255 254 253 252 251 250 249 248 247 246 245 244 243 242 241 240 239 238 237 236 235

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culture low, white fir. A

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2013). This

convinced

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project 5 mixed strategy 7

consulting feature, natural farmers

incomes unprofitable

grassland

thinking

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landscape,

local August Schwarzwald

natural

’ 2008 of create

idea between S ’ 100

with

quality

in (12,

u demand (e.g. ¨ and

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to job of

dschwarzwald. to among

, a

forest

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create

members, food (Koch,

the was

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agricultural and

sense

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chief think to to and furthermore, is and

the opportunities (Koch, a

added ’ to 2013).

steep ’

2013). for threatened parks

discrepancies

public keep (13, the 1751

preserve

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is firm which

to cultivated

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farmers products.

was among with

executive

farmers, grassland, that and due to different

about

develop - project pastures

2008

hill

8040 entrepre value

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grassland

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products. Addi

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farms, chief 2013) ’ 2013)

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om since August

to ‘‘at price

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pork is

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pr

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mic

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ourism

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I The

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with

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n (societal

all ’

Diplomacy

signi also

welfare,

j the e ding

premium goods the

2010). beef

products, (18

(15,

e

be the does

particular own

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c

or

brand 2013) commercialisation t

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ideal

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a

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sector and

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butchers Schwarzwald

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honey,

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and shop. is E

food,

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c

ty shows per also extremely oo n

c ess). ES

oz not

a ecological of d

oor

related executive

among

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managerial strong handled e famous

e

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ce

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Author Proof Version postprint endogenous ruraldevelopment: Four Europeancases. PlaceBranding andPublic Diplomacy,1-20. DOI: Donner, M.,Horlings,L., Fort,F.,Vellema, S.(2016). Placebranding, embeddedness and 958 958 957 956 955 954 953 952 951 950 949 948 947 946 945 944 943 942 941 940 939 938 937

local heritage). outcomes quality place The dimensions

development (employment, competitiveness,

geographic territories on OF brand traditions assets, differentiation findings main the In Source Table Main Objectives Geographic Governance Year ANALYSIS stakeholders main structure creation scale

order specific objective

cases

sustainable

of branding targets

THE

1:

branding

of

Authors. identities

as © Review

All

life, to will 2016 ; of

landscapes,

will al

and

and

of

origins cultural answer CASES

s the

cases

will

be

Macmil

preservation

embeddedness,

of first Residents Maintain The Produit 1993 Produit of their supports

know

and

and AND

national Bretagne development sustainable employment, France the food) (44 various enterprises about private the analysed development brands are the

be Comment citer cedocument: region

10.1057/s41254-016-0049-z be

and

follow

North

per exploiting lan the 4

values, marketing

and/or

- strongly assessed.

en en four

how. cases

370 local compared

and

association Publishers

cent sectors

and characteristics. consumers

COMPARISON Bretagne Bretagne three Bretagne

- regional West on

local

create

from cases

along

(inter

a

products, from

Place branding, embeddedness branding, Place

Consequently, of qualitative of support

highlighting endogenous niche

research of

rooted

cultural

unique and

-

(common

aspects. agri

) local

is

Ltd.

in

show incomes) of with the

economic a

-

strategy, finally,

1751

three

or in regard Stimulatelocal The ‘Fuchsia 1998 A Tourists

territorial

similarities: questions,

In and

people’s

taste developing West development; Ireland Cork, situated Tourism Tourism, Association, Cork Operative, Cork incorporates collective identity - the Then, 8040

West

the

rural

identity, and

the

natural the

LEADER

Food of

Cork

actors South

to based

Brands

case

Place

through West Cork

in the

Cork/Kerry the action

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-

West West

the

region

branded

Cork

Branding

promot West Ltd.’ Co County

West linked predominant the increased either threat of transparent with entering be from enlarged performed, i.e. the original d’Azur and from the correspond of -

Cork ers of

Distribution In new SdF negative for

e

area,

local

the

the existing positive

the

and

by inconsistency Increase The Other La 2006 Sud Interna and endogenousand

to shortto

it brand members and service processo food

South,

four facilitate assets of of Roussillon France is management of Roussillon and

Languedoc

products or services R territory by interviewed level,

is

Public

level region given de e France the the ´

gion

stakeholders way. to

Provence. residents notable tional producers

adding

France cases

consumer’s

region brand;

brand

connotations the

the as

providers Development

channels

distribution channels. An by

in rs, Languedo of which wine the Diplomacy Languedoc

well

However, awarene consum

in is

political, Sud tourism general to the internal

brand

the the

and

brand

support

other - that

export values

as in Roussillon, and

de

participants,

owner South are:

may

its

product ers c

are

has ss

brand. - rural this

- extensions

idea products

images, if

associated competition

primarily administrative

in and are included a in related correspond portfolio been consideredbeen

origin Preserve The Echt 2008 Echt Local

two

development are that quality adding cultural Germany southweste W state mountain a Nord Schwarzwald and are: Other farmers an tourists and keep products

This quality

largeforested u but Black

¨

Schwarzwa Schwarz

association

in rttemberg

cases,

consumers

valuable

the local local to

because or farming

of

does stakeholders

have

congruence rather

these operating seems

regional

the value

with French

has landscape Naturpark Baden andbutchers. Forest services

in

communit range (PeB). (SdF)

to

traditional

wald rn food

an order

been not

been

to attracti in term the

newly Mitte/ ld C

profits

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region, of not

and

food o high in

ˆ e.V. food

as a

te te local is

to

or

at

the

by

ies

of to ve

,

is

980 979 978 977 976 975 974 973 972 971 970 969 968 967 966 965 964 963 962 961 960 959

Version postprint Author Proof endogenous ruraldevelopment: Four Europeancases. PlaceBranding andPublic Diplomacy,1-20. DOI: Donner, M.,Horlings,L., Fort,F.,Vellema, S.(2016). Placebranding, embeddedness and Donner 1025 1024 1023 1022 1021 1020 1019 1018 1017 1016 1015 1014 1013 1012 1011 1010 1009 1008 1007 1006 1005 1004 1003 1002 1001 1000 1028 1028 1027 1026 990 989 988 987 986 985 984 983 982 981 999 998 997 996 995 994 993 992 991

from as solidarity

et al responsibility

territory socio network. private a public second financed illustrative for ToWC and SdF; the first was stakeholders. involving institutional Inthreat. ToWC), (marginalisation, due economic concrete context. socio confirms of place the quality in important, a number distinctiveness differentiate proposition. incorporating identity are strategic brand started wine in exception the

well bottom

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embeddedness. the brand’s important.

to

brand key

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production. Since Bretagne brands comparing -

cultural cultural,

globalisation: balanced subsidies. ©

to start, are

was entrepreneurs,

regarding

and among of

All to or 2016

with as - whereby research

threat that by This

three up

export (loss different is

with competing imperative

natural find well

image. was

created

related

initiatives SdF,

the actors, and Here, can way but

Macmil each

has This

a a Excellence conditions was The

natural, of

of

cases, brands were

residents. territorial

possible strong – new as choice EU

supported

be selected societal highlight

after However,

the

which rural been

Comment citer cedocument: competitiveness,

and a and

10.1057/s41254-016-0049-z

question was till what

originality brand (loss operational public development feasible

a

lan

public place values linked

as by

Leader+ cases, PdB, future markets

Publishers place in is not

a a leading

regional depopulation, started a handed of institutional

of 2011, Brittany

. required

top

relatively embeddedness brand has local order

uniquely

among

of products

products role unique

ES cultural and SdF), an to are

the

it - within PeB

by challenge

brands. down

Brittany, its

the

can

programme opportunity:

and for

is

essential,

politician as

uniqueness in private to marketing to

extensions over public Ltd. origin

identity

was

three

a social

of

an

reactions avoid development a be a selling

its

coherence

particular

governed landscape:

strategy the

sales global

1751 short and under initiated by strong

a

increasing

observed to or Furthermore,

developed abundant strong

brain

,

in

dimensions i.e.

will

specific

institutions the the

economic - damage services

has has also

8040

decreases

a

and using

time,

aspects extent

strategy

the

specific

a

analysis and already

and private

to be

drain: an

brand

by

case, Place sub of a

ES) that

to

the

the is

to

in is

-

Branding the building specific embeddedness managers. interests being a advocated SdF, territory. entrepreneurs management illustrative anchorage aspect consultancy. the sector; of embeddednessof as in confirms deeply PeB, question these between distributors. as seminars, results regional chain are Ltd., Schwarzwald various leading embedding. outcome network embeddedness. features Roussillon Mediterranean ‘friendly

rural Territorial The thirdThe in

horizontal traditional project

SdF business

a Georges

place and and

regional of analysis a

at

rooted

regions

stakeholders’ organisation political actor

territorial

of

fact

business

aspects,

various blocks –

preceded of

least Development). character our In the

Public workshops,

non Furthermore, his

Brittany.

of as and branding example

coordinator

analytical

time. a

All Thus, which

e.V., embeddedness

embedding

initial of actors

highlighted

similar

agreements region - and Fr

intended than in landscape

chain

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becomes the

atmosphere network of

are Diplomacy for cases the

e ˆ

stakeholders some

this systems. Association che,

In determinants the

transversal; creating strong

by has

linked

of peopleof

in

the assumption

brand

in is

processes,

shown in the as

and actors,

involvement

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dimension

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brands. orchestrator

of a to

has

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evident particular The

older

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kind

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to

between creation for a

In PeB empirical deals develop the

the founding the fairs, durable

the

shown in

the critically already spatial

territorial

mainly

the PeB,

all cooperation one in Cork’,

the is

supporting they

the cases, of

of

cooperation

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This Black functioning

long cases, that

with

three

activities and a platforms considering is

and of emerging

Fuchsia ES

Languedoc

key

(

overview in local

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aspect and

producers Echt independency partnerships

their all

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to the place within

need cases means societal the

time

observed

and ToWC strength the dimensions

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capital, element include

ensure the

brand

spatial spatial father

own

forms

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of Brands SdF.

for such brands

as

and

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more

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is

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of

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1076 1075 1074 1073 1072 1071 1070 1069 1068 1067 1066 1065 1064 1063 1062 1061 1060 1059 1058 1057 1056 1055 1054 1053 1052 1051 1050 1049 1048 1047 1046 1045 1044 1043 1042 1041 1040 1039 1038 1037 1036 1035 1034 1033 1032 1031 1030 1029

Version postprint Author Proof endogenous ruraldevelopment: Four Europeancases. PlaceBranding andPublic Diplomacy,1-20. DOI: Donner, M.,Horlings,L., Fort,F.,Vellema, S.(2016). Placebranding, embeddedness and 1103 1102 1101 1100 1099 1098 1097 1096 1095 1094 1093 1092 1091 1090 1089 1088 1087 1086 1085 1084 1083 1082 1081 1080 1079 1078 1077

Source Table (PeB, awareness indicators direct researchers been stated brands brands dimensions the example building context influenced embeddedness or interdependent, embeddedness cases relation the influenced by cooperation governance Table Cooperation Funding Origin Identity embed (struct embed (territorial by embed embed societal communicated

Finally, continuity

same

concept the

2: (territorial, applied

also

comparative ToWC), Authors. 2

that and

on © ural

(societal within dedness) dedness) dedness) dedness)

Overview brands .

(PeB, can

2016 on This of

time

endogenous

values

show have shown the level of

different and reviewing

by

forces

for extra

is forms, of be structures.

by

Macmil pattern.

includes can useful their the

the ToWC).

perception increased

embeddednes measurement, are characterised in

of

thus varied that

-

85 Crisis Produit Largest Traditional Private Values

territorial Comment citer cedocument:

the two

level 10.1057/s41254-016-0049-z also societal

of

assessment. intertwined historical and ethics,

identity lan members’ funding de region network know gastronomy, subsidies 15 contributions,

specific methods

per

the rural to

dis revealing -

rural the

industrialisation

per Publishers For

of

strong of stimulate

their stakeholders

cent

understand Regional - are initiative

of

SdF, en - how

economic dimensions

embedding. solidarity fi the sales regional various cent

sh

by among

example,

of Bretagne embeddedn Place branding, embeddedness branding, Place and/or development ties based

and private

partnerships,

context. sector, way

the

cases

s as and however,

public

thus

local

figures

with

a and Quantitative

Ltd.

values

reciprocal.

on brands it.

kind

outcomes brands of consumers indicators territorial

complicating has

1751

rural Therefore, brand

its

financing, structural and of

Strategic Clean EU Public Bid A

Altogether,

of

(SdF,

ess,

and

been as

taste tourism of friendly to sector. invested 50per cent; three - , 8040 partly

it LEADER

for

regional blending are

the a

gives

well

can

dimensions unspoiled

but fee initiative

LEADER

The of

of

ES) culture have

cooperation Place From

- people, be

West and

paying

as the the at by

an

II

a

the

funding remainder

food

2006,

Branding Cork

and environment, II

scheme private and of funding

ToWC) four endogenous Table premium, tourism) activities landscape, over endogenous networking innovations ToWC), individual qualitative premium or and as organisation, ES under could and control

landscape

embeddedness

transition

between

In diversity stated the

could

keep

tourists

cases. rural addition,

and

profit 3 added its and endogenousand

over

highlights

show

as

brand by

economic (farming,

brand

improve (ES, Public resources

employmen

stakeholder

cultural measures

While

Policy Mediter 100 Public Crisis Sud

well

from

the

schemes (SdF), (PeB,

aspects, diverse rural value in

network a food and authentic, convivial government Roussillon Languedoc funding competition worldwide sector, especially

a

branding

sustainable PeB,

per

de

impact

respondents. Diplomacy

name.

high

as

of aim diversified

initiative combing

and

ranean France

development

the

cent

the ToWC) the

the heritage the food

the

due benefits

by and to

local

ToWC). have lifestyle,

such wine

(ToWC,

degree financial terms

tasty wine

two

t) develop

- way the

public retention opinions

outcomes employment In

on to

and

between

processing, qualities in outcomes rural

addition,

resources revealed

as local older

diverse

the place as

of

and

within

the

of

development

On well cross PeB, No What True In Public Need Echt

values),

for (SdF, exploitation taste regional, 100 should (packaging, of knowledge

brands

now (echt) participants fi communities, supported cultural food use the beginningthe

in (agriculture, nanced formal the

local

reflect

benefits

Schwarzwal insights as the

-

both each

is per for terms small

and SdF). sector

rate initiative itself. and

as priceas outside and

other on = ES,

be

protection region,

cent landscape

network

authenticity

quality resources (PeB,

local by qualities

(ToWC)

SdF inside of control novel -

by

tourism

scale logo)

of

in

(price

the hand,

now local and

d

and

and and

until ES

of

1129 1128 1127 1126 1125 1124 1123 1122 1121 1120 1119 1118 1117 1116 1115 1114 1113 1112 1111 1110 1109 1108 1107 1106 1105 1104

Author Proof Version postprint endogenous ruraldevelopment: Four Europeancases. PlaceBranding andPublic Diplomacy,1-20. DOI: Donner, M.,Horlings,L., Fort,F.,Vellema, S.(2016). Placebranding, embeddedness and Donner 1148 1147 1146 1145 1144 1143 1142 1141 1140 1139 1138 1137 1136 1135 1134 1133 1132 1131 1130 1150 1149

et al et

local distinctive between highlights concept increased population, and development, develop Governments DISCUSSION needs directed that qualitative measure remains on brands Table Source Economic Control Use Type redistribution combin resource models (organisat resources and local

Altogether, (local)

of

to the

of

3:

people. qualities

(different)

resources

Authors. of over

© outcomes ensure (potentially)

Regional ation)

(rural)

for

of new towards a 2016

their local the

ion,

worldwide rural

need local

the territorial outcomes. endogenous

in

Typical natural

strategies Macmil

impact, in welfare

to these

interaction people, the

regional

branding

development, although for

rural

support supporting

Comment citer cedocument: 10.1057/s41254-016-0049-z context

Retention High Use Largest Positive High Produit

lan AND a

results incubator region, network employment can

region employment) (innovations, Produiten the and agriculture human culture, resources: consumers the and

environment, resources local

more

competitive

Publishers areas It especially

including and

of

and brand

level

to

Association brand

brands rural

organisation have recognition can

multiple

en

agency economic

stimulate effect

and

business

of food values, endogenous

CONCLUSIONS well

language,

suggest of of consistent

of Bretagne

are

awareness

also the

values globalisation

the benefits Bretagn development a

History, control

co

and on

positive Ltd. - are

and challenged in local

being

capacities

entrepreneurs.

- in

be on

creation local the

of

economy.

by 1751 by strongly

capacities unique

that tourism

terms

rural

e

concluded

the

rural

method of

-

Strong Multiple Better Cork A Retention Improved Increase 8040 place there there influence

ground,

resources natural employment

their and between cooperation intersectoral friendly products, food Landscape, resources: markets taste in employment) (incomes, benefits development of

and

and and

the to

assets

tourism

Place

access

The

of of

d region

to

an

people

use

West local of

food

Branding

of

to

(societal embeddedness) particular brand, products places dimensions integrative strategy, assets, only shown development embeddedness branding However, territorial rural implemented expressing can

Cross Wine, Creation Better Increased Sud Farmers, The Place identity sales markets

yet for climate products. region distributors the the tourism play

a

development,

de and

tourist

- does collectiv fully matter large

but comparison but that but sector access

France

branding

embeddedness),

an which

and literature,

of

and

Public

assets food

place

and

also andincrease providers it awareness developed

also can

a manner,

a

national

the Mediterranean of important not

attraction

was specific common

cooperation

its have

e

services in

Sea to processors

of

other

embeddedness.

brand,

be and

branding

local the

Diplomacy

just and and should export

based Europe

marketing

argued

exploited strategies

an not profit

food endogenous of

anchorage

links

by public of including products

incorporate its regiona

but

endogenous culture

of

sufficiently

the

four

on or role

valorising

, identity

not from

be also

to

between that

the of distinctive

which

-

l interpreted stimulate European

as

private

are a rural

and

development of

Brand Natural Mainly Price Echt Price

territory until identity

different Branding of

product to

region organised (agritourism) functionality while increas directly increasingly (territorial

rural may

marketing

emphasise way

actors Schwarzwal

regions and been development premium place premium

interactions only beef now

landscape multi

identities.

result regional

e - cases

to

quality

promoting of

markers, in for

and

covers addressed.

farmers within branding, -

- in in rural

life. an farmers

well and goes is

the

a in place d its

has

not

used

food,

the

new sales

a

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