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Place branding in the Øresund region : From a transnational region to a bi-national city-region

Falkheimer, Jesper LU (2016) In Place Branding and Public Diplomacy 12(2-3). p.160-171
Abstract

The Øresund Region that connects Copenhagen metropolitan area in Denmark and Southern Sweden is an interesting example of a European cross-border collaboration. In this article, the contemporary development of the region and the place branding process is described. The aim is to increase understanding of how a complex and bi-national place brand is developed in a process of continuous change due to societal and political contexts. The article is inspired by a theoretical framework for place branding based on ideas from corporate branding (Kavaratzis, 2004) and organizational identity (Kavaratzis & Hatch, 2013), and emphasizes the role of media. The place branding process is defined in three contemporary phases: the public opinion... (More)

The Øresund Region that connects Copenhagen metropolitan area in Denmark and Southern Sweden is an interesting example of a European cross-border collaboration. In this article, the contemporary development of the region and the place branding process is described. The aim is to increase understanding of how a complex and bi-national place brand is developed in a process of continuous change due to societal and political contexts. The article is inspired by a theoretical framework for place branding based on ideas from corporate branding (Kavaratzis, 2004) and organizational identity (Kavaratzis & Hatch, 2013), and emphasizes the role of media. The place branding process is defined in three contemporary phases: the public opinion phase, the invoking of a transnational brand phase, and the Europe of City-Regions phase. The analysis leads to two main conclusions: (1) the development of the current place brand at hand mirrors a possible change in geo-spatial focus in: from a transnational approach toward a bi-national city-based approach and (2) the case study suggests that a strategic communication logic, focusing residents rather than the wills of elites, is more relevant to such cases than a marketing logic.

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author
organization
publishing date
type
Contribution to journal
publication status
published
keywords
cross-border place branding, euroregion, greater Copenhagen, strategic communication, the Øresund region, transnational place branding
in
Place Branding and Public Diplomacy
volume
12
issue
2-3
pages
12 pages
publisher
Palgrave Macmillan
external identifiers
  • scopus:85020097268
ISSN
1751-8040
DOI
10.1057/s41254-016-0012-z
language
English
LU publication?
yes
id
8c753ece-e7d5-49db-bf6d-38633d31dfce
date added to LUP
2017-08-03 16:11:24
date last changed
2017-08-11 13:10:34
@article{8c753ece-e7d5-49db-bf6d-38633d31dfce,
  abstract     = {<p>The Øresund Region that connects Copenhagen metropolitan area in Denmark and Southern Sweden is an interesting example of a European cross-border collaboration. In this article, the contemporary development of the region and the place branding process is described. The aim is to increase understanding of how a complex and bi-national place brand is developed in a process of continuous change due to societal and political contexts. The article is inspired by a theoretical framework for place branding based on ideas from corporate branding (Kavaratzis, 2004) and organizational identity (Kavaratzis &amp; Hatch, 2013), and emphasizes the role of media. The place branding process is defined in three contemporary phases: the public opinion phase, the invoking of a transnational brand phase, and the Europe of City-Regions phase. The analysis leads to two main conclusions: (1) the development of the current place brand at hand mirrors a possible change in geo-spatial focus in: from a transnational approach toward a bi-national city-based approach and (2) the case study suggests that a strategic communication logic, focusing residents rather than the wills of elites, is more relevant to such cases than a marketing logic.</p>},
  author       = {Falkheimer, Jesper},
  issn         = {1751-8040},
  keyword      = {cross-border place branding,euroregion,greater Copenhagen,strategic communication,the Øresund region,transnational place branding},
  language     = {eng},
  month        = {08},
  number       = {2-3},
  pages        = {160--171},
  publisher    = {Palgrave Macmillan},
  series       = {Place Branding and Public Diplomacy},
  title        = {Place branding in the Øresund region : From a transnational region to a bi-national city-region},
  url          = {http://dx.doi.org/10.1057/s41254-016-0012-z},
  volume       = {12},
  year         = {2016},
}