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Purpose -The purpose of this paper is to strengthen the conceptual understanding of place brands and place branding by exploring to what extent place branding implies a level of selectivity and how this relates to the layering of spatial identities. Design/methodology/approach -A conceptual approach has been taken in this paper to provide an analytical conceptualisation of place branding to guide future empirical studies. The research, and the resulting paper has been structured around a progressive discussion of place as concept, of place brands as limited forms of geographical representations and of place branding as a highly selective process. Findings -Places are highly complex and cannot simply be understood as spatial entities within a closed hierarchical, territorial-administrative system. Places only exist when they have an audience, and the resulting spatial identities often overlap, contradict or complement each other across existing territorial-administrative levels. The rise of new forms of spatial identities results in new "places", and all places can be seen as having or being brands. The notion of place branding implies market segmentation and a certain level of power to exercise control by selecting target groups and formulating policy, strategy and undertaking action. Research limitations/implications -In future empirical and conceptual research concerned with place branding the inherent selectivity of place branding should be given more attention. The ends to which place branding is used as a means should be paid more attention in both policy (practice) and science (theory). Originality/value -This paper contributes to the understanding of the metaphorical translation of branding and marketing towards places and spaces.

Regions and regional identity have become more important over the last decades. At the same time regions have become less discernable as distinct historically rooted spatial entities. Globalisation and the decline of collective identities through individualisation transform both this regional reality and how regions are conceptualised. This article analyses the shifts in types of regional identities used by regional administrations in an increasingly competitive environment. It uses the contrast between 'thick' traditional and historical rooted well-established regional identities, and 'thin' regional identities which are more transitory and focus more on economic competitiveness. These concepts are used to analyse the regional identity of regional administrations in Northwest Germany and the Netherlands. Hybrid regional identities combining a locally specific mix of thick and thin elements of regional identity, and which link up with regional identities at other relevant scales, appear to be the most effective regional identities for regional administrations facing the challenges of both globalisation and the decline in collective identities.

Novel forms of regional identities emerge in response to global competitive pressures and challenges to the nation-state. Regions have to react and position their identity in relation to the rescaling of statehood. Especially, the growing autonomy of regional administrations makes support from local stakeholders more important. Communicating a specific regional identity is one of the instruments regional administrations use for mobilising support. However, at the same time old, traditional regional identities become more fluid. Regional identity traditionally focuses on shared past and specific social and cultural characteristics. Especially globalisation and individualisation undermine this traditional thick regional identity. Regional administrations have to adjust their communicated regional identity. By communicating the image of a future oriented region that can face the challenges of global competition, they increasingly use a thin regional identity. This paper analyses different case studies from the Netherlands and Germany. Introduction: Regional Identity and the Rescaling of StatehoodThe growing importance of regional identity is frequently linked to globalisation and the decline of the nation-state. However, the same processes that make regional identity more important also undermine the traditional or thick forms of regional identity. Regional administrations therefore need to communicate more fluid and thinner regional identity to mobilise support. This paper starts by discussing the three related academic discourses that relate regions with globalisation. The shift from thick to thin regional identity is subsequently discussed. These concepts are then used to analyse the communicated regional identity of some German and Dutch administrative regions.Three related academic discourses relate regions with globalisation. The first focuses on regional identity, the second on the economic role of regions, and the third on the changing political relation between regions and the state.

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