Territorial Branding as an Instrument for Competitiveness of Rural Development

Moroz, Oleh V.; Karachyna, N.; Vakar, T.; Vitiuk, Anna

doi:10.36941/ajis-2020-0052

Cited by 4 publications

(3 citation statements)

References 8 publications

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“…In this case, the reference is to territorial marketing strategies focused on economic development [38]. The use of the territorial brand has often been associated with terroir, geographical indication, agro-food chains and tourism as a marketing tool [11,[39][40][41] and considered a territorial competitiveness tool [42]. Some of the functions of the territorial brand found in the literature were to generate local engagement, attract tourists and generate competition [38,39].…”

Section: Territorial Brand and The Territorymentioning

confidence: 99%

Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping

Almeida

Cardoso

et al. 2023

Sustainability

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Several approaches to the concept of the territorial brand have been given over time, which has generated different contextualizations to and applications of the concept. In order to homogenize and clarify the concept, the present paper aims to present the state-of-the-art of this theme through an interdisciplinary mapping of the uses and functions of the territorial brand. To this end, the study adopts a qualitative analysis approach, integrating content analysis with the historical method encompassing an interdisciplinary cultural-historical mapping. The results point to a clear and fertile body of theory, which, in turn, suggests a fertile path for future studies. The findings reveal more than 15 centuries across four dimensions of analysis: characteristics, uses, functions and discourses of the territorial brand. Different trends and future research agendas for this area are also discussed. The practical value focuses on the application of the four dimensions of analysis as a tool for territorial management and planning for territorial managers and decision-makers.

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Section: Territorial Brand and The Territorymentioning

confidence: 99%

Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping

Almeida

Cardoso

et al. 2023

Sustainability

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“…The literature review on agrarian branding shows the need to understand this action in the framework of a more global strategy for the development of rural areas and improvements in regional governance. Moroz et al (2020) argue that the success of rural branding is determined by the following elements: the integrity of representations about the functions of the brand as a factor in defining new economic relationships; the motives and behaviour of agents in the process of implementing brand projects; comprehensiveness and availability of market information about projects; and the models of decision-making by the agents. Gulisova (2020) states that bottom-up processes in rural branding are more common than in other types of place branding. …”

Section: Place Branding Rural Branding and Agrarian Branding: A Conce...mentioning

confidence: 99%

Local and sustainable production as vectors of an agrarian branding strategy in Catalonia: case study of the Baixa Tordera

Vela

Portet

Compte-Pujol

et al. 2023

JPMD

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Purpose This paper aims to analyse the implications in terms of economic promotion and local development that ensue from the implementation of a strategy of agrarian branding in five municipalities in the Baixa Tordera region (Catalonia, Spain). Design/methodology/approach The research follows a case study logic. First, five focus groups were designed and distributed by sectors of activity. Second, six in-depth interviews were scheduled with opinion leaders from the region. Finally, a survey open to all inhabitants was set up on the town councils’ websites. Findings The brand understood as a device removed from the connotations of indiscriminate marketing should guarantee the following elements in its deployment and implementation: knowledge, recognition, complicity, development and denomination of origin. Practical implications This research contributes to improve the management models of agrarian spaces, but it also helps expand the research background on studies on agrarian branding. Originality/value The place brand must become something close to a denomination of origin that, informally, invites us to define the future of this agrarian area. It therefore also affects the complexity of the planning and development of this area which, from now on, must necessarily be supramunicipal. In this way, the brand needs to offer a holistic vision of the region to all the agents that work in the strategic and urban planning of the five municipalities under study.

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“…When developing a model of diversified development of the rural economy, it should be taken into account that, in general, the sectoral model of rural development is being implemented in the country, which is inherently imperfect, and, by and large, inefficient. Therefore, reorientation of the sectoral model into the territorial one with gradual transition from the sector-specific model of the rural economy to a multi-sectoral one based on the social approach and taking into account the natural, productive and resource characteristics of the rural areas is required [9].…”

Section: Literature Reviewmentioning

confidence: 99%

Modelling of Diversified Development of Rural Areas

Merenkova¹,

Agibalov²,

Zakupnev³

et al. 2020

Proceedings of the International Conference on Policies and Economics Measures for Agricultural Development (AgroDevEco 2020)

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The need for diversification as an effective tool for the rural area development is reasoned and it is substantiated that the transition from the sector-specific structure of the rural economy to the multi-sectoral economy involves the development of new activities, more rational use of the available resources of rural areas, making them more sustainable and competitive. A critical interpretation of the theoretical approaches to substantiating a promising model of rural development was carried out and their options were analyzed. It is proved that rural territories are a complex socio-economic system, and the process of their diversification is conditioned by the object-subject relationship. Based on the implementation of the functional-structural-target approach, the model of diversified rural economy has been developed, taking into account the degree to which some of other sector prevails in its structure, as well as their various combinations. The promising areas of rural economy restructuring based on the expert assessment have been identified. Structurally, the model links the main areas and activities: agricultural (traditional and lost); nonagricultural (industry and construction, forestry, arts and crafts); service sector (education, healthcare, recreation, consumer services). The proposed model of diversified rural development allows an objective assessment of the potential and level of diversification of the rural economy, and the use of assessment results will facilitate the adoption of informed management decisions and the formation of rural policies at the regional and local levels.

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Territorial Branding as an Instrument for Competitiveness of Rural Development

Cited by 4 publications

References 8 publications

Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping

Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping

Local and sustainable production as vectors of an agrarian branding strategy in Catalonia: case study of the Baixa Tordera

Modelling of Diversified Development of Rural Areas

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