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Jesper

Jesper Falkheimer

Professor

Jesper

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

Författare

  • Jesper Falkheimer

Summary, in English

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.

Avdelning/ar

  • Institutionen för strategisk kommunikation
  • Campus Helsingborg

Publiceringsår

2016-08-01

Språk

Engelska

Sidor

160-171

Publikation/Tidskrift/Serie

Place Branding and Public Diplomacy

Volym

12

Issue

2-3

Dokumenttyp

Artikel i tidskrift

Förlag

Palgrave Macmillan

Nyckelord

  • cross-border place branding
  • euroregion
  • greater Copenhagen
  • strategic communication
  • the Øresund region
  • transnational place branding

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1751-8040