The Place Branding Process in the northwest The Place Branding Process in the northwest of Portugal of Portugal

:::PhD Team Day::: ::December 5, 2011::

:Eduardo Oliveira:

PurposeResearch Questions

Northwest of Portugal

Provide a practical framework, with measures and applicability for one better future for the residents in the northwest of Portugal.

Is there any place branding programme? If so, What is it and Who is doing it?

Detailed review of the literature relevant to place branding and place brand management.

Provide a tool for the places, to manage and plan their strengths, opportunities and build, from them, competitive place advantages.

Place branding

What are the main points of criticism and the main gaps in place branding when applied to regions?

Empirical goal

Research Research AreaArea

Methodology

Portugal

Northwest

Barcelos

Braga

Viana do CasteloPorto

Guimarães

Northwest of Portugal

2010: 250 000

Unemployed

population

12.7%2010

Empirical goal Research Research AreaArea

Methodology

Empirical Empirical goalgoal

Research Research AreaArea

MethodologMethodologyy

To identify, describe and analyse cases of branding in the northwest region of Portugal and understand if they exist as process or only as simple promotional approach.

To examine the best branding strategies to the northwest region of Portugal, according with the theoretical framework, “benchmarking” e.g., data…Case study

Quantitative analysis

Macro–Economics indicators

Qualitative analysis

Semi-structured interviewsPlace

stakeholders

Statistics / Reports

Theoretical goal

Place branding theory

To operationalise the theoretical framework

according to the research questions and

objectives

Place Place branding branding

theorytheory

Formulate a

theoretical

framework Planning tool

concepts

Practical measures

Link to achievement

of wide cooperationReinforcing

the concept as place

management tool

Integrate the

findings of the field research

Kalandides and Kavaratzis 2009

Hankinson 2007; 2010

Kavaratzis and Ashworth 2010

OECD IMF EU

Dinnie 2011