Agricultural produce of Istria used in regional branding - strategic concept

Oliva , Ernes and Paliaga, Marko and Božac Marjanović, Darija (2012) Agricultural produce of Istria used in regional branding - strategic concept. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

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Processes of globalisation have managed to connect and unify most parts of the world. Consequently, people and companies are less related to a particular place, city, region or country. A certain “uniformity” poses a threat to regional identity and traditional cultural values it is rooted in, which eventually leads to uncertainty caused by weakening or disappearing of the original traditional values and products. The insecurity in defining their own cultural identity and loss of touch with tradition in developed globalised societies makes people search for their own recognisable attraction and products in their immediate surroundings. On one hand, they want to keep their own cultural identity and customs while on the other hand, they want to be competitive and recognisable in the increasingly aggressive globalism. This leads to the conclusion that today’s regions have to focus on their own localisation and global presence. In this day and age, developed regions are exposed to global “territorial” competition. Although most of today’s developed places offer almost identical “products” -territory, infrastructure, educated workforce and almost similar political establishment, fierce and competitive struggle of places and regions takes place at the level of attracting investments, tourism, attracting residents and encouraging one’s own exports. Regions decide to undertake their own branding to become distinctive among their equals. Conventional wisdom aside, brand (trademark) does not equal logotype. Ideally, the logotype may be a visual presentation of a particular brand (trademark). Brand or trademark means much more than logotype and a resounding name. For most people, the term “branding” is still synonymous with advertising, graphic design and overall promotion (Anholt, 2007). Brands or trademarks are the link between the customer and the manufacturer (Damjanović, Kracić, Razek, 2011). When interpreting a trademark or a brand of products, services or regions, we are also using our brain (referential-rational function) and our heart (emotional function). The role of branding process is helping companies differentiate from competitors (Jobber, 2004). Regions, countries, products and services may also be branded, which emphasises their distinctive features with the objective of survival in the global market. In this case, the strength of branding locations (regions, places, cities or countries) lies in making people aware of a particular region (location) and the corresponding attractions which differentiate it from numerous others. Globalisation and increasing mobility of people, capital and information caused a growing need for branding regions, cities and countries and place marketing (Keller, 2004). A region may be defined as a unique place, a more or less clearly demarcated geographical area or surface of a given country or continent, defined by its geographical characteristics, culture or history. Regional branding is based on emphasising one’s own quality and distinctiveness, unique natural sights, cultural heritage, regional products, gastronomy and traditional autochthonous products (de Bruin, 2008). In this regard, it is focused on developing a recognisable image and reputation geared to boosting global competitiveness (Messely, Dessin, Lauwers, 2009). It stimulates regional economy, creates added value for all local and regional services and products and contributes to the overall development of economy (Hegger, 2007). Strategy of branding a particular region calls for a realistic, competitive and unique (irresistible) vision of a region that has to be supported, strengthened and continuously enriched by all relevant factors, constantly using all aspects of communication between the location and the rest of the world. A certain region may be internationally renowned, which means that it has some kind of attraction (products, services, sights, natural assets, etc.) recognised by people. This means that the region has a strong reputation. If the mention of a region means little or nothing, if it is associated with attraction of a too broad context, then the reputation of the region is weak and unrecognisable. If a region is well-known by most people, the place is famous. Obviously, there are exceptions to the rule. In fact, having a strong reputation and being well-known does not always have to be a positive thing. For instance, North Korea or Iraq are currently well-known, but not in a positive way. Products or services of a region are attractions by which people recognise places worldwide. A good product, a product with market reputation and influence, may serve as a basis for the creation of a strong and well-known regional brand. There are numerous examples of associating products, particularly autochthonous ones, to the name of the region or place. Some regions are internationally renowned due to their preserved autochthonous and traditional values and products. Therefore, regional branding may be founded on both natural and infrastructural or cultural attraction and on original, unique, distinctive products that constitute regional identity, which is the subject matter of the following sections of this paper.

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Tip objekta:	Dio knjige
Mentor:	NIJE ODREĐENO
Dodatne informacije:	e-book
Teme:	3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing
Odjeli:	Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane:	04 Jul 2013 06:21
Zadnja promjena:	04 Jul 2013 06:21
URI:	http://eknjiznica.unipu.hr/id/eprint/2214

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