REGION BRANDING
IN THE
DUTCH PERIPHERY
Master Thesis
3
Bas Schilder
Universiteit van Amsterdam GSSS Urban and Regional Planning Amsterdam, August 18 2014.
Schilder, B. (2014) Region Branding in the Dutch Periphery. Amsterdam: Universiteit van Amsterdam.
Supervisor:
4
Content
Abstract ... 5
1. Introduction ... 5
2. Theoretical framework ... 7
2.1 Drivers of region branding ... 7
2.1.1 The context of the globalised world ... 7
2.1.2 The problems peripheral regions face ... 7
2.2 Brand identity ... 8
2.2.1 Place marketing and place branding ... 8
2.2.2 Different kinds of branding ... 9
2.2.3 Competitive Identity ... 10
2.2.4 Brand focus ... 11
2.2.5 Place branding networks ... 13
2.3 Brand positioning ... 14
3. Research Question & Methods ... 14
3.1 Operationalization ... 15
3.2 Conceptual model ... 17
3.3 Research Methods ... 17
3.4 Data Collection ... 19
3.5 Methods of Analysis ... 19
4. Regional branding in Dutch border regions ... 20
4.1 Region branding in the Achterhoek ... 20
4.1.1 Branding drivers in the Achterhoek ... 20
4.1.2 Branding network in the Achterhoek ... 24
4.1.3 ‘Echt Achterhoek’ in regional policies ... 26
4.1.4 Achterhoek branding: functionality and representationality ... 28
4.2. Region branding in South Limburg ... 29
4.2.1 Branding drivers in South Limburg ... 30
4.2.2 Branding network of South Limburg ... 32
4.2.3 The branding of South Limburg in relation to the regional policies ... 36
4.2.4 Functional or representational branding in South Limburg? ... 38
5. Conclusion ... 39
Acknowledgements ... 44
5
Abstract
Regions have become an ever more important scale across all policy fields including planning. Certain global processes are at work which bring enticing dynamics into play, especially at the regional level. Regions can adopt various strategies in their policies to actively steer their own future and overcome some of the contemporary issues like population decline at hand. Region branding is one of these strategies currently on the rise. How the interplay is between the brand and regional policies is often unclear likewise the effects of the region brand. This thesis researches how the different variables of drivers, networks and foci of region brands interact in relation to regional development policies of two peripheral regions in the Netherlands: the Achterhoek and South Limburg. Based on the answers of some key informants in the branding arena of the relevant regions, alongside the available policy documents concerning the regional development, some interesting tendencies are spotted. There is obviously a relation between the strategic regional policies and the region brand itself, but this relation is rapidly intensifying. This relation is constituted by the type of actors behind the brand and the drivers that form the basis of the regional policy goals. Region brands are increasingly coupled with the regional economic development and profiling, leading to a shift from a representational focus which often forms the basis of a brand to a more functional approach more suited to attract long-term dwellers.
1. Introduction
Stuck in traffic on the way home from work, anywhere in the Netherlands, commuters can hear quite a few radio commercials ‘advertising’ peripheral regions like South Limburg or provinces like Gelderland. These short commercial messages often want to lure you to the place, making use of naming the assets to be found in that specific place or by shaping an extraordinary positive image to possibly let you rethink your stance towards that place. When hearing these commercials there is arguably a good reason to get a bit suspicious on why these regions want to advertise themselves. Do the people releasing these campaigns really believe the positive image they show themselves or are they merely desperate for the extra income visitors and possible new dwellers can generate? Therefore, it’s interesting to know what the reasons are to ‘brand’ these places in one way or another. Thinking further about this phenomenon of place marketing and place branding (more on the distinction between the two later on) another interesting question would be: who’s behind all this? For example, these media campaigns (e.g. the radio commercials), were they foremost the interpretation of an external marketing office or are they a more direct translation of the policies in these regions and the way policy makers envision their region and the development of it? What is the relation between the ‘place brand’ and the (in this case) regional development policies? All in all, the reasons to brand a place and the relation with policies leads to questions about the identity and positioning of the place brand.
As this research concerns itself with Dutch peripheral regions it seems appropriate to first draw some of the outlines of regions and their workings in the broad (global) context. The region as territorial entity seems to gain more relevance and importance than ever, due to worldwide processes of
6 globalization and regionalization. In the Netherlands there is a decentralisation trend which puts pressure on the existing governmental frameworks. One can observe a trend in regions becoming more self-aware and acting accordingly. In general, as things get done increasingly at the regional level, regions see themselves fit to profile their area as an attractive region to work, live and invest in. Especially in the periphery, regions may find themselves in a precarious situation, dealing with issues like population decline and companies having trouble to stay profitable. Regions in general become more dependent of their own ability and innovative capacity in order for them to keep developing in a time when national subsidies dwindle (at least as it is the case in the Netherlands). This poses threats and opportunities for regions that may not be the first choice in the minds of people looking for a place to work, live or to invest in. Border regions are of particular interest as they have the opportunity to reposition themselves between the weakening national state and neighbouring regions across the border. In the Netherlands, border regions don’t encompass any metropolis of significant importance. The question arises what strategies these regions can use to develop in a sustainable way without the direct support of a ‘world metropolis’ (like it’s the case in the Dutch heartland, the Randstad) and accompanying ‘global links’. Shaping a strong region brand may further boost a region’s capacity to develop in an (economical) sustainable way. Globalization, together with ‘individualization, information and communication technologies’, have a major impact on ‘the reputation landscape’ (Go & Govers, 2011: xxvi) and thus are strong forces to be recognized when one wishes to conduct any action in the place branding sphere.
The domain of branding is since recent times significantly enlarged to include places (cities, regions etc.) as well (formerly branding was predominantly known in business environments only) (Kavaratzis, 2005; Rausch, 2008). This being said, the concept of places being branded is in essence much older, think of countries like Italy and its associations of good food. The professional practice of place branding on an academic level is, like already mentioned, something that gets more attention only recently. What makes place branding an even more enticing subject to learn more about is the way it overspans different academic fields, among them ‘geography, urban planning, tourism and marketing’ (Hankinson, 2007: 241). Branding of geographical entities has a strong link to the academic field of urban and regional planning as it is ‘as much a way of planning developmental policies as branding in the private sector is about business strategy’ (Hanna, 2008: 63). Place branding can therefore help achieving goals as been set out by urban and regional planners (Moilanen, 2008). Arguably, a region brand should be as much, or even more, a ‘product’ of planners as of commercial marketers. The question arises what kind of dynamics and processes put further pressure on regional authorities to get actively involved in establishing a region brand (and therefore trying to overcome their typical border region problems) and to what degree of this ‘branding’ really influences the regional planning policies (and forms part of it) that can make the desired and possibly needed change.
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2. Theoretical framework
2.1 Drivers of region branding
2.1.1 The context of the globalised world
Sketching the context behind region branding a few global dynamics have to be put into perspective. Some global processes could be observed that have profound meaning for the workings and power of all territorial entities. These processes of globalisation and regionalisation do matter a lot when it comes to defining borders and asking questions of scale for which to plan a sustainable future. These processes have manifested themselves in processes of decentralisation in many parts of the world and are gradually shaping a world where metropolitan regions compete with one another while the respective national states are losing (some of their) relevancy. Globalisation and regionalisation manifest themselves alongside each other in the phenomenon of ‘glocalisation’ (Anderson, 1999). Related to this concept of glocalisation is the notion of ‘new medievalism’, with power and responsibilities shifting from national states towards more fragmented and decentralised bodies (think of regional entities) with the shaping of a post-international world (Friedrichs, 2001). Other authors (Bevir, 2011; Blatter, 2004) also see global dynamics altering the relations between regions and states, although there is a debate to what degree these have an effect on the workings of the different territorial entities and scales. In a sense, thinking in regions seems to be very (and increasingly) relevant; hence why it’s a scale par excellence to conduct further research on. These global processes and their influence on the workings of regions can be regarded as indirect drivers for different ways of dealing with their effects which urge regions to shape favourable conditions in an active way. Conditions that are supposed to ensure sustainable regional development (more in the sections below). The same processes like regionalisation also stimulate regional cooperation on all fronts on this specific scale.
2.1.2 The problems peripheral regions face
Because the processes of globalisation and regionalisation are so all-encompassing with impacts across all policy fields and daily practices of urban and regional development they give reason for continuous research in monitoring their effects. In Europe, certain drivers behind the new ways of conducting strategic planning (often making use of all kinds of governance relationships) are already listed in the literature, among them drivers such as ‘the reassertion of regional and local identity and image formation in the face of globalisation and the European integration project’ and ‘a local response to pressing local and regional problems, articulated by local political processes’ (Albrechts et al., 2003: 115). Arguably these kind of drivers also manifest themselves in Dutch peripheral regions experiencing problems that are specific to that type of regions and are therefore often part of the region brand’s identity or focus. Although these large-scale processes may be indirect drivers behind a lot of phenomena, the ‘direct’ drivers behind region branding are of course equally important (and pivotal for this research) to investigate. Some aspects of the current state of Dutch border regions may be regarded as troublesome, for instance population shrinkage and in general less performance in attracting investments (Atlas voor Gemeenten, 2012). The notions mentioned above touch upon the dimensions which are most important in studying regions and their respective relations: ‘relative economic wealth; political power; national loyalties; and cultural identities’ (Anderson, 1999: 596). As Dutch regions have to manage their own affairs (and income!) on a growing scale, population
8 shrinkage urges the border regions to define their own identity and strengths. This setting provokes the question of what the future can entail for these border regions and what strategies can be adopted in order for these regions to develop in a sustainable manner and even be competitive in this globalised world. The difficulties peripheral regions face may be direct drivers for regional authorities to adopt certain strategies which can have a positive effect on the development of the region. In the Netherlands the main cause of population decline in the peripheral regions is the lack of perceived attractiveness (Latten et al., 2010). A strategy that can alter the way a region is perceived by people is therefore one of high interest to this regions, although some ‘marketing’ strategies that are observed in Dutch border regions weren’t successful at all (Atlas voor Gemeenten, 2012: 34). Although the main issue in many Dutch peripheral border regions is population shrinkage as a whole, there are some subtle differences to be discerned that have to do for example with the development of the labour force in comparison with the total population development (Van Steen et al., 2010). These subtle differences in socio-economic and demographic trends may have a great influence on the desired approach to tackle the problems at hand in order for the region to develop in an economic sustainable way.
From a European perspective, the regions this thesis is concerned with, are found within the sphere of ‘semi peripheral regions’, just outside the central core regions of the Randstad for example (Gritsai et al., 1990). These regions have in general experienced less or only at a later stage the ‘tertiarisation’ of the economy and often depended heavily on industrial activities. When these industrial activities became obsolete (like the mining in Limburg) the development of these regions was jeopardised. Currently, a lot of these semi peripheral regions experience ‘dynamic, but unstable development’ (Gritsai et al., 1990: 140). This notion of uncertainty raises the felt urgency by the authorities of these regions to undertake solid actions in order to keep the development on the right track. In some cases, the burdens of the past can be transformed in opportunities for the future. Having mentioned the problems of peripheral regions, more specifically Dutch peripheral regions, one could see the possible added value of a successful region brand. Many of these regions are suffering from a negative or lacking image, caused by the demographic make-up of the region, its industrial history and so on. Branding may be the right strategy for regions with these kind of image problems.
2.2 Brand identity
One of the possible strategies which border regions can adopt to establish a regional identity and bolster general attractivity is ‘branding’. Place branding is to be seen as an approach ‘to the way in which places need to be managed in the age of globalization’ (Anholt, 2008: 3) (see also section 2.1.1, drivers of place branding). The practice of branding in Dutch border regions is the regional strategy or approach regarding development policies which will be investigated in this research.
2.2.1 Place marketing and place branding
Albeit slightly confusing to ‘the untrained eye’, most authors make a substantial distinction between place ‘marketing’ and place ‘branding’. Place marketing and place branding can be seen as two different ‘paradigms’, whereby branding is taking the dominant role in the last decade or so while previously place marketing was the most common practice (Giovanardi, 2012). One can speak of the
9 occurrence of some sort of ‘breaking point’1 between place branding and marketing quite recently, around the turn of the millennium. Branding is all about ‘capturing and accumulating reputational value’ (Anholt, 2006: 27) and can be seen as an evolution of place marketing (Govers, 2011). Branding is more ‘about strategy, substance and symbolic actions than communications’ (marketing) (Govers, 2011: 230). As becomes clear when reading literature on branding and the processes linked to it, a place brand (e.g. region brand) does not simply consist of a catchy slogan and logo. It is more. A brand in general is about the ‘forging of associations’ (Kavaratzis, 2005: 508) and ‘creating expectations’ (Rausch, 2008: 137). Slogans won’t change the reputation of a place in the minds of many (Anholt, 2006). Branding has for certain a lot to do with the shaping or maybe rather augmenting the identity of the concerned region. The process of establishing a brand can also have a political meaning by making the region stand out in a stronger way in that sense (Ham, 2002). However, branding has not completely taken over the scene, marketing campaigns do persist and can be obviously quite successful in promoting places, but they are essentially different from the practices involving place branding. The domain of place branding has seen the development of different ‘strands’ of place branding (Skinner, 2008), adding to the confusion as different types of branding are sometimes used interchangeably in the communication to the public. One basic reminder of how to distinguish the concept of place marketing and place branding is by returning to the origin of the words: ‘Marketing comes from ‘market getting’ and has the market as its starting point, while branding literally means ‘burning’ or ‘marking’ something. Thus, place marketing starts from the image outsiders have of a place (outside-in-approach). In turn, place branding is an act by the place itself and tells the outside world what it is or how it wants to be seen (inside-out-approach)’ (Hospers, 2007:3)2. Following this logic, place marketing would entail listening to the ‘consumers’ of the place (e.g. tourists) and their demands, thus altering the image from that perspective (hence why there are many similarities with destination branding). Place branding, with its inside-out-approach, would rely more on the dynamics happening within the place( e.g. a region) itself, with the (internal) actions conducted by the city, region or nation as the basis of the image and identity of the place. Accordingly place brands may very well have no intentional target group (or from a strict point of view shouldn’t have one as a principle3 ) and are deployed and utilised as an expression of local pride. The shift from place marketing to place branding can be connoted as a shift in paradigms (Giovanardi, 2012).
2.2.2 Different kinds of branding
Region branding seems to gain more momentum than ever now the regional level has become a scale of particular interest concerning all policy fields. The concept of branding territorial entities is nothing new, but until recently the focus mostly lay in destination branding (attracting tourists). To determine a more comprehensive picture of place branding, more research should be done on the success of the practice of branding in a ‘broader’ sense (stretching further then attracting tourists) (Ashworth et al., 2009). While the subject of city branding has seen quite a lot research over the last decade or so, region branding remains a bit more in the dark. Only a small portion of the available literature on place branding has as subject ‘region branding’ (Hanna, 2008), something that calls for further research in this specific domain. Some authors suggest that city and regional branding are
1
Govers, R. Personal interview. June 10, 2014.
2
A more complete and interesting overview of what literature has to say about the different types of branding and the distinction between branding and marketing is found in the article of Skinner (Skinner, 2008).
10 much alike (Caldwell, 2004). It is of course crucial to know what the process of branding in this (spatial) sense actually entails.
As mentioned in the section above, place branding was until one decade ago predominantly known in the practice of destination branding. Destination branding is mainly the domain of the tourist sector. This type of branding shares a lot of similarities with place marketing (the distinction between destination branding and place marketing is sometimes hard to make and these concepts are not seldom used in a interchangeable way), often making use of all kinds of media to deliver a positive image of a place (city, region, nation or otherwise) to the outside world. Observing trends in place branding, different authors discern an evolution in branding, shifting focus from tourists to other groups as well (Ashworth et al., 2009; Hanna, 2008).
2.2.3 Competitive Identity
In the reality of the ever more competitive world, Simon Anholt developed the concept of ‘competitive identity’ of, in his case, nations, and a way to measure brands making use of a hexagon containing domains of exports, governance, investment and immigration, culture and heritage, people and tourism (Anholt, 2006). Simon Anholt is seen as a pioneer in the field of place branding, him being an active contributor to the literature surrounding this subject from the late nineties onwards. The competitive world we live in today, accompanied by phenomena as ‘the death of distance’, causes a more or less plain level field when it comes on investments and the like4. Hence why ‘image’ is becoming more important and therefore place brands can have significant economic value. Anholt states: ‘The basis theory of Competitive Identity is that when governments have a good, clear, believable and positive idea of what their country really is, what it stands for and where it’s going, and manage to coordinate the actions, investments, policies and communications of all six points of the hexagon so that they prove and reinforce this idea, then they stand a good chance of building and maintaining a competitive national identity both internally and externally (…)’ (Anholt, 2006: 26). Arguably his concept also holds true for the workings of regions. Important for now to remember, referring to the quote above, is that in order for a place to be successfully ‘branded’ one needs a broad scope to coordinate all kinds of processes. Also, it is important to notice that when building and/ or maintaining an identity for a place it works through in external as well as internal dynamics. Externally in the sense of how the place is perceived, internally in the sense of how the brand causes a drive for regional cooperation and possibly a sense of pride and self-confidence. Anholt is known for his contribution to several brand indexes, asking a panel questions about a certain nation or city, making use of the domains to be found in the shape of a hexagon. Overall, one can say a successful brand resonates in all of the six domains Anholts hexagon is comprised of. Interesting to note is that Anholt also has tried to come up with a hexagon applicable to specifically city brands. With the regional scale between that of the city and the nation, one may argue which hexagon fits better. Below you see the hexagon for city brands, as well as for nation brands to get a better overview on which dimensions are deemed relevant according to the beliefs of the author Simon Anholt. Looking at figure 1 one could see only the label or domain of ‘people’ is present in both the hexagons. Regarding the hexagon of city brands, ‘presence’ stands for the ‘city’s international status and standing’, ‘place’ is about ‘people’s perceptions about the physical aspects of each city’, ‘potential’ is about ‘the opportunities the city is believed to offer’, ‘pulse’ stands for the excitement a city is associated with, ‘people’ is about how the city’s residents are characterised by
11 outstanders as well as the perception of safety, and finally ‘prerequisites’ deals with questions about the ‘basic qualities of the city’ and the level of facilities in place (Anholt, 2006a: 19-20). As can be observed looking at the hexagons, the domains form at city as well as nation level a broad spectrum a place brand is potentially involved in. As regions are the subject of this thesis, one may argue which one of the hexagons fits better. National governments are obviously concerned with more policy fields (like immigration, exports, heritage as examples in Anholts hexagon) than regional governments are. Regional governments may be more comparable with city governments, although the regional level is obviously often in the middle when comparing the two. Especially in the Netherlands, regions (as defined in this research) are a special case as they often lack the formal historic institutionalisation of other governmental layers in place , and are often dependant on the formation of ad hoc coalitions in policy making. Interesting for authorities that wish to do any kind of place branding is that each of these six domains found in the hexagon, a network of different actors exists. Setting up a thorough and potential successful region brand would imply cooperating with these networks of the associated domains. As will be made clear in the analysis of the two cases this thesis is concerned with, elements of both hexagons will be referred to.
2.2.4 Brand focus
In the article of Kavaratzis and Ashworth an useful scheme is found which explains the relation between brand identity, positioning and image. Brand image, the brand how it’s perceived by the general public for example, is less relevant in this research and therefore is left out in the scheme below (see figure 2). The brand identity is arguably shaped by the ‘makers’ or ‘owners’ of the brand (network of actors) and its raison(s) d’être (drivers). Another variable that is brought in giving shape to this research is the brand focus derived from the concept as being explained in an article of Caldwell (Caldwell, 2004). The focus of the brand, derived from the Brand Box Model (matrix box brands can be placed in according to their scores on specific variables, see section 3.1: Operationalization) as referred to by Caldwell, consists of two main variables: namely representationality and functionality. Caldwell mainly has destination (recreational) branding as Figure 1: Anholts hexagons of city and nation brands. (Anholt, 2006; Anholt, 2006a)
12 subject but the model discussed in his article may prove useful in analysing more kinds of place branding (e.g. region branding). Representationality is about the associations a brand calls for and therefore about the identity of, in this case, the region with a focus on the symbolic dimension. Functionality is about the actual characteristics of the region and therefore the performance of the region with a focus on the physical dimension. While Caldwell is focussing on destination (tourist) branding, Giovanardi takes the notions of functionality and representationality in his article to the field of other forms of place branding (in his case city branding) (Giovanardi, 2012). He links the concepts of functionality and representationality regarding place brands with respectively hard and soft factors as coming across in the literature written on place marketing and branding. Examples of hard factors being mainly locational assets as the communication infrastructure in place, proximity to universities and transportation links, while soft factors are among others: culture, quality of life, promotional practices and regional image (Giovanardi, 2012: 34, table 1). The hard factors, among those the examples mentioned above, are often associated with the functional dimension and the soft factors are often related to the representational dimension. However, Giovanardi elaborates on this relation between functionality and representationality on the one hand and hard and soft factors on the other, by introducing haft and sord factors (Giovanardi, 2012), as in many instances a combination of specific hard and soft factors fit the values of functionality and representationality in reality better than a standard division in hard and soft factors alone. This cross-over between hard and soft factors has come about by observing which soft factors often accompany the functional perspective and which hard factors have likewise many connections with the representational perspective (Giovanardi, 2012). When emphasising on haft factors (hard factors with representational implications) one could speak of ‘symbolic functionalism’, emphasising sord factors (soft factors with functional implications) can be referred to as ‘functional symbolism’ (Giovanardi, 2012: 39-40). Giovanardi goes on with theorising on the relationship between haft/sord factors and the targeted audience with residents more drawn to haft factors and temporary visitors like tourists but also possibly students more drawn to sord factors. These kind of concepts should be important to bear in mind for authorities wishing to conduct any action in the field of place branding. Both dimensions, the functional as well as the representational, are important ‘for communicating the qualities of, and sustaining support for, a brand’ (Lloyd et al., 2008: 50). As can be seen in figure 2, this research is also for a significant part concerned with the ‘positioning’ of the brand; in this case regarded as in how the brand is reflected in the regional policies and planning documents. The way the brand is positioned, or granted some kind of status in the regional policies may arguably tell us something about the relation of the positioning with the brand identity and associated drivers, but also the importance it’s given within the policy making network of the region (more in section 3.1: Operationalization).
13 Figure 2: Conceptual scheme of relations between brand identity and positioning (based on: Kavaratzis et al., 2005; Caldwell, 2004).
2.2.5 Place branding networks
With the emergence of the network society new factors came into play that have a profound impact on the way a place has to be branded in a successful manner. While in former times one organisation (often some sort of tourism board) dealt with the marketing of a specific destination, such approach won’t make the cut anymore. More people, organisations and institutes need to get involved by ‘instigating participatory relations’ (Govers et al., 2009: 8). Nowadays a brand is often introduced by a diverse set of actors, in this case actors concerned with the attractivity of the region. These actors can be part of the public or private sector and everything in between. At least in the case of city branding establishing a brand is often managed by a governance network (Braun, 2012). This is an important notion as it underlines the fact that place branding is not merely an activity done solely by a corporation or a single layer of government but often by a network comprising of companies, different levels of government and other associates. These kind of networks are often found under the header of ‘governance’. In general, the rise of governance networks is observed almost everywhere as processes like globalisation cause a ‘devolution’ in government tasks, whereby the traditional government models don’t seem to be appropriate anymore to tackle today’s issues like regional economic development (Kettl, 2000). Establishing a place brand necessitates a certain degree of organisational and/or institutional capacity. A successful region brand needs region-wide support to really make an impact (Hospers, 2004). Also, as many of the issues peripheral regions have to deal with affect all who work, invest and live in the region, as many actors as possible need to be included in the branding efforts. A single decision making authority on the level of the whole region may prove critical in establishing and maintaining a strong region brand. This kind of ‘central capacity’ is very important ‘to coordinate and ensure consistence’ (Hornskov, 2007: 322) in the projects related to the place brand. In most academic articles on place branding ‘collaboration’ is named as a prerequisite (or obstacle in the case of lacking collaboration) in establishing a place brand (Rausch, 2008; Andersson, 2007). When wanting to make a real impact, one simply needs a critical mass consisting of businesses and organisations (Anholt, 2006). This also relates to the need for ‘a as wide a cooperation as possible in order to ensure a feeling of fairness in decision making, support for the strategy chosen and the actions taken and, more importantly, avoid conflicting actions from within the place itself’ (Kavaratzis et al., 2008: 161).
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2.3 Brand positioning
For a brand to truly get established in a meaningful way it has to be incorporated somehow in the regional policies and planning practices. Branding and policy are interrelated in a strong sense as branding can have effects on the way ‘places’ are managed (Anholt, 2008), place branding is therefore ‘by definition part of the administrative and political process’ (Braun, 2008: 265). In other words: branding should mean making policies and vice versa. A region brand should resonate in all facets of the policy making arena in a region, affecting all possible sectors like education, healthcare and so on. A logical thought when you think of it, as all sectors and facets of a region together constitute the general image of that concerned region. With the concept of place branding maturing some interesting new notions are discerned in relation to regional strategic planning policies. For example, the purpose of the brand in relation to ‘uniting people around a common strategic vision creating a powerful dynamic for progress’ (Anholt, 2008: 3) is something which focusses entirely on the internal dynamics of the regions, rather than expressing an image to the outside world. Actors uniting through a brand is a process which arguably can be quite influential in stimulating regional cooperation. Shared policy goals are often deployed as the thing that binds the committed partners to each other, in realising developments for the good of all. Branding of the region in an effective way may cause a ‘ripple effect’ (Hankinson, 2007: 248) in the regional network of actors and how these parties interact with one another. Regional policies can be an expression of these internal processes. Setting ambitious regional policy goals in order for a region to reposition itself in local, national and global frameworks may prove a very powerful tool to overcome certain differences and therefore uniting actors for the greater, common cause. The emphasis in place branding practices is placed more and more on ‘connecting people’ and ‘co-created processes’, linked to the reality of the post-modern world we live in (Ind & Holm, 2012: 50). The previous notions can also be linked to the concept of ‘drivers’ of region branding. The collective actions undertaken by the network that is also involved in the branding of regions (by positioning the brand in the framework of the regional development policies) may further accelerate the felt need of many others to join these activities, thus it may evoke some kind of internal driver of regional branding as the brand is taking shape. A type of driver that stems from a growing urge to undertake action collectively. Policies influenced by branding can also be accompanied by spatial symbolic actions (Anholt, 2008) (or markers) like the ‘I Amsterdam’ letters placed at several locations within the city of Amsterdam or other types of symbolic markers. All in all, the best regions should be the ones ‘who build the awareness and understanding of brand management into their policy making’ (Anholt, 2006: 33). It is through these actions and documents that a brand transcends into reality.
3. Research Question & Methods
From the literature discussed above, a research question is defined which will guide this research. This research mainly focusses on the brand identity and positioning (see figure 2) within the selected border regions in the Netherlands and the actor network behind the processes. The research question is as follows:
‘What are the drivers, actors and foci behind the region branding in the Achterhoek and South Limburg and how do these variables contribute to the incorporation of the region brand into the strategic planning policies of these respective regions?’
15 Several sub questions have to be answered in order for deriving the answer to the main question from them First off, an analysis will be done on the historic development of region branding in the regions of the Achterhoek and South Limburg. This helps to answer the question what the drivers were (and possibly still are) in branding the region and its qualities. Drivers are possibly also related to the ‘focus’ of the region brand; is the brand adopted in the regional policies in relation to the region’s identity or is it merely used as a marketing tool to boost attractivity? Alongside this the network behind the brand is assessed. Networks can exist out of public as well as private actors, also the scale of the network is an important variable to keep in mind. What does the practice of branding mean for the governance structures in place? Lastly, the current status of region branding will be investigated in the two regions and in how far these brands get reflected in the regional policies and planning documents (the positioning of the brand within the framework of the regional development policies in place). The variables will be dealt with separately before conclusions will be drawn when their relations become apparent. Because it’s a comparative study it is almost needless to say a lot of attention will be paid to the similarities and differences between these two regions on basis of the answers to the questions mentioned above.
3.1 Operationalization
Certain terms and phrases stated in the research question may require some further explaining in how to operationalize them. The drivers and actors of region branding are variables of their own in this research and speak for themselves (will be categorized and derived from the informant’s answers and available policy documents). Mainly the last part of the central question, on the incorporation of branding into the ‘strategic planning policies’ of the regions, requires further elaboration. Strategic planning policies are part of the regional policies as a whole, with a strong focus on the spatial dimension of policies and often entail long-term planning documents and visions. Strategic planning as a term is regularly named in literature, but different definitions exist, albeit the connotations it provokes are mainly quite similar. A phrase in an article of Albrechts (et al.) is in this thesis, among others, utilized as a constant reminder of what strategic planning (policy) entails: ‘Strategic frameworks and visions for territorial development, with an emphasis on place qualities and the spatial impacts and integration of investments, complement and provide a context for specific development projects’ (Albrechts, 2003: 113). In other words, policy documents regarding the development of the Achterhoek or South Limburg, which say something about the territorial development placing emphasis on the qualities of the relevant region and/or the other elements stated in the quote above, were definitely considered to be among the policies to assess in this research. Conveniently, both the Achterhoek and Limburg have an ambitious (mid-term) vision, respectively Achterhoek Agenda 2020 and Limburg Economic Development Brainport 2020. In the policy analysis the emphasis will lay on documents concerned with these two policy programmes as they are regarded as the main strategic plans of the concerned regions. On part of the incorporation of the brand into strategic planning policies of the regions, but also on part of defining the drivers and actors (constituting the brand’s identity) certain variables come into play which will be mentioned here. Studying the literature revolving (place) branding, certain researches have surfaced which may help in assessing the brand on its focus and identity. For example in the article of Caldwell, brands can be placed in matrices making use of the variables in the shape of representationality and functionality (Caldwell, 2004), as a way to see what kind of focus is given to the brand (see figure 3 and section 2.2.4: Brand identity and brand positioning). This Brand Box
16 Model is thus a four cell-matrix where brands can be placed in according to their score on the variables explained earlier (representationality and functionality).
Through the creation of two sets of codes or words concerning these two dimensions (or variables) one may observe notable differences to what extent the region’s brand is reflected in policies in one way or the other. Examples of codes when coding the held interviews are a categorization in hard/haft and soft/sord factors (following the distinction made by Giovanardi) when the informants speak about certain regional assets or the way they envision how the regional brand needs to be developed in the near future.
The drivers and networks behind the region branding practices in the cases of the Achterhoek and South Limburg are expected to be discerned more on the surface of the informants’ answers, and also by reading the associated strategic planning documents, as these variables have a more concrete dimension to them, compared to the possibly more ‘latent’ ways the brand gets incorporated into the practices of region strategic planning and development. When investigating these variables how they contribute to policies and incorporated into the strategic planning policies of the respective regions it often comes down to continuous cross-referencing between the conducted interviews and the policy documents of Achterhoek 2020 and Brainport (LED) 2020, looking for similar phrasing or returning appearance of certain words or concepts, combined with a general overview of what the policies actually entail on part of region branding.
Figure 3: Two dimension in brand focus, based on the Brand Box Model (Caldwell, 2004).
17
3.2 Conceptual model
Figure 4: Conceptual model of this research.
Looking at the conceptual model (see figure 4 above) certain relations are made more clear. The main subject of this research is region branding and therefore takes a central position within this model. In ‘the background’ processes of globalisation and regionalisation lead to certain dynamics in which many regions have to come up with certain (new) strategies to reposition themselves in changing national and international frameworks (concept of regional development strategies). One of these strategies is the subject of this research, the region branding (as said before). A direct driver for a region is often some sort of regional decline (see model). Region branding isn’t a process that comes out of nowhere, a certain set of actors is responsible for creating and positioning the brand (governance network) with the brand possibly ending up as an element of the regional policies in the making. Branding has several connotations. As seen in the model one can distinguish the ‘marketing’ branch (mainly derived from corporate branding) and the ‘identity’ branch, as branding a region often involves concepts of identity as a territorial entity isn’t quite the same as branding a ‘product’ to be ‘consumed’ (Kavaratzis, 2005). These two ‘streams’ of branding focus can be partly aligned to the notions of representationality and functionality making up the variable of brand focus. The brand focus is influenced by the drivers and actors behind the brand. Together, the drivers, actors and brand focus constitute the region brand and therefore are very useful in assessing how the brand gets incorporated into the regional policies.
3.3 Research Methods
As research design for this thesis a comparative case study is used. This case study is quite explorative in its nature as the subject has not seen much research in this specific context, that is:
18 Dutch peripheral regions. The aim is to analyse different practices and strategies regarding regional branding in two Dutch border regions, the Achterhoek and South Limburg, and try to understand how certain sets of actors in the regions cope with the dynamics mentioned before through region branding and how these region brands are related to the strategic planning policies. A case study lends itself for this kind of research as it ‘is a research strategy which focuses on understanding the dynamics present within single settings’ (Eisenhardt, 1989: 534). By comparing cases which differ in some aspects one can observe a broader scope of potential strategies and strategies actually being used. Furthermore, by analysing the similarities and differences between the cases, one may say something about the preferred strategies regions can aim for in order for them to enhance their position in the national and global framework. The comparative case study being proposed here takes shape using an embedded multiple case design. The process of picking relevant cases is essential for any case study. The cases in this research are chosen based on their noticeable efforts in branding their region, their peripheral position along the border and the fact they both seem to face the same kind of regional decline (especially population wise).
Figure 5: The research cases on the map: regions of South Limburg and the Achterhoek (©2014 Google Earth).
With two regions (the Achterhoek and south Limburg, see figure 5) as the cases being researched, different (embedded) units of analysis will be assessed. First, there are the regional policy and planning documents which may tell something about the practice of regional branding in place and whether branding is given a prominent role within the planning practice of the specific region. The ‘branding strategy’ per region will thus be the unit of analysis. Second, several key informants will play a significant role within this research as they can provide essential information on the regional governance networks, the ideas behind the region’s brand, the current trends in the respective region and give the researcher an idea of how the brand gets internalized by policy makers and regional planners.
This research is following the deductive approach. In literature one can find general assumptions about the development of (border) regions. This research is interested in how far the processes and strategies discussed in the literature apply in the Dutch cases, in how far these concepts are actually being used in the development of these regions and associated policies. Hence why a deductive approach is preferred as you work from generalisations towards case specific applicability. Although
19 at lower level some induction may occur as there isn’t a lot written on the branding of border regions, let alone Dutch border regions. Another point of concern is the validity of this research, especially of the external kind. Because the research entails Dutch cases one may find trouble in generalising the outcomes for global or even European applicability. On the other hand, the outcomes may prove applicable and thus valuable for other Dutch border regions (which are not investigated in this research) or other European regions facing the same issues and are also marked by their peripheral position.
3.4 Data Collection
Data in this research is retrieved from multiple sources, as it is generally preferred in case studies (Yin, 2009). Desk research was important in the early phase in order to better grasp the different aspects of region branding and in gaining specific knowledge of the cases/ regions to be investigated. This makes that the first kind of source is based on ‘documentation’ (Yin, 2009: 102-105), in the shape of regional policy documents linking to the existing literature on the subject of region branding. The knowledge retrieved in this phase has proven useful in preparing (semi)structured interviews to be used to interview several key informants. In the end this has led to a quite diverse set of people who were interviewed during the making of this thesis, among them policy makers, local politicians, academics and other persons of interest partaking in region branding. Some of the interviewees were deliberately regarded as ‘informants’ rather than mere ‘respondents’ as it is regarded as important in this research that they can suggest the researcher other people who may prove valuable to the research (Yin, 2009: 107). This process helped significantly in unearthing the network of actors behind the branding of the relevant regions. The type of interviews, following the categorisation of Yin, is ranging between in-depth interviews and focused interviews, dependent on the position of the informant(/respondent) within the various networks revolving the subject. With some of the respondents there was only brief, digital contact due to time constrains.
3.5 Methods of Analysis
The gathered interviews are, besides simply used as primary information source at first glance, also processed making use of a software programme (ATLAS.ti). Doing so, the use of specific terms by the informants was analysed in order to detect a certain discourse (possibly multiple ones) that may tell the researcher something about how region branding is perceived and whether or not there is a difference between the two cases in thinking of branding as a planning practice. The transcripts of the interviews thus are coded and ‘sensitizing concepts’ (can be examples of indirect drivers behind region branding) revolving region branding were revealed, based on the answers of the key informants/ experts. The document (policy) analysis has mainly as aim to bridge the concepts from academic literature and the current policies within the assessed regions (following deductive logic). It takes the form of a qualitative content analysis (Bryman, 2008), and also makes use of coding. The codes being used are focussed on the two dimensions explained in section 3.1: Operationalization. Certain problems were anticipated regarding the methods mentioned above. In general when basing conclusions on interviews and policy documents there is the risk the researcher isn’t aware of the potential included bias within these documents (Yin, 2009: 103) or the views of the informant. Regarding the practice of branding this risk possibly poses slightly less of a threat as branding itself is generally accepted as a subjective phenomenon which deliberately presents a positive image of, in this case, a region. Another issue concerning the subject of this thesis is its nature of open interpretation to some degree. The effects of place branding are hard to measure and relations
20 between variables maybe not as clear-cut as other subjects in the same academic field. Although this poses a threat to the validity of this research, the input of the conducted interviews and the policy documents that were looked into hopefully give the researcher as well as the reader the insight that is required to draw valid and logical conclusions in these matters.
4. Regional branding in Dutch border regions
4.1 Region branding in the Achterhoek
The Achterhoek is a region in the east of the Netherlands and part of the province of Gelderland. The region shares borders with Germany and is part of the province of Gelderland. The region has approximately 330.000 inhabitants, with Doetinchem being the most populous municipality (56.000 inhabitants). Doetinchem is also regarded as the most important place in the region, housing several regional administrative offices. The region lacks any major cities and is therefore seen as a predominantly rural part of the Netherlands. Recently, in 2009, the Regio Achterhoek, a collaboration of the eight Achterhoek municipalities, initialised the promotion of the regional brand. The brand ‘Echt Achterhoek’ (‘Real(ly) Achterhoek’) has seen promotion through various means over the last couple of years. The brand seems to be at a crossroads now, implying choices have to be made in order for the brand to develop in a broader sense, attracting more parties to get involved and creating more substance ‘behind’ the logo. The logo is how it started, an expression of affinity with the Achterhoek all kind of organisations and agents could put on their own means of communication and projects as some sort of label. Yet there is a strong ambition of the regional authorities (Regio Achterhoek) to make ‘Echt Achterhoek’ something more than just a marketing gimmick. It has to have meaning. These kind of ambitions bring this project into the domain of place branding.
4.1.1 Branding drivers in the Achterhoek
The Achterhoek region belongs to the several Dutch regions that experience population shrinkage. Shrinkage of the population is often seen as a problem or at least a phenomenon that limits the regional developments across all policy fields. The Achterhoek region is one of the few regions in the Netherlands that has a significant lower development of its labour force compared to the development of the total population (Van Steen, 2010: 615). The shrinkage of the population means existing housing programmes are difficult to realize, leading to writing off the balances in many cases (Regio Achterhoek, 2011). The region experiences population shrinkage since 2005, caused by a negative migration balance and a decreasing excess of births over deaths (Companen, 2007). Another big concern is the aging of the population, as the region is being regarded by youngsters as less attractive when it comes to career possibilities. The region has a negative outlook regarding the
21 amount of jobs, looking at a loss of some 20.000 jobs in the foreseeable future5. This loss in jobs combined with the loss of population is part of the driving force, or concern rather, behind the region branding in the Achterhoek. In reports of the housing sector on dealing with the current demographic trends, region branding is mentioned as something which can induce economic stimuli possibly leading to a change in the aforementioned demographic trends (Companen, 2007: 5). The general lack of big cities or other large-scale attractions poses a risk of ‘stagnation and irrelevancy’ (Kamer van Koophandel Centraal Gelderland, 2006: 7), especially in the arena of competitive regions. This quite negative outlook has urged the Ministry of Internal Affairs to designate the Achterhoek as an ‘anticipation region’, meaning the region has challenging tasks ahead of it that need to be addressed (Regio Achterhoek, 2014: 5). The three major tasks are found in the domains of working, living and accessibility (Regio Achterhoek, 2014). Because of the economic recession matters are aggravating even further, the dire economic situation is one of the reasons named in the covenant signed by different regional actors urging regional cooperation (Regio Achterhoek, 2011a). The urge for regional cooperation lead to the realization of the Achterhoek Agenda 2020, an ambitious strategic plan for the Achterhoek region, addressing the issues at play when it comes to regional development. The negative outlook is partly based on the given mismatch in the regional labour market, having to do with a shortage of ‘(innovative) labour force’ (Regio Achterhoek, n.d.(b)). One of the driving forces to set up a marketing campaign for the Achterhoek is found in the sphere of competitive regions. There is a growing number of regions in the Netherlands increasingly active at the marketing/ branding front. Some notable examples are the provinces of Groningen, Drenthe and Zeeland (all border provinces). This trend has led to a belief in other regions and/or provinces that they are falling behind in this matter and therefore are worried about the possible consequences for their image and (name) recognition. The region of the Achterhoek has seen multiple promotion campaign in the last decade or so, often initialised by the regional tourism offices. The named driver behind these promotion campaigns was partly constituted by the fact the region needs to compete with other regions and holiday opportunities abroad (which become cheaper) (Kamer van Koophandel Centraal Gelderland, 2006: 13). For the province of Gelderland this competitive argument was the reason behind a new marketing campaign (to be distinguished from branding) for the distinctly different (four) regions within the border of the province (among them also the region of the Achterhoek)6 (more on this marketing campaign in later sections). Concerning the campaign of ‘Echt Achterhoek’ this notion of looking to the progress being made in other regions involving branding and marketing practices is also recognised by the actors behind the campaign as an important driver and something to draw lessons from. This driver can be regarded as the one Simon Anholt talks about when he presented the concept of Competitive Identity (Anholt, 2006). In the Achterhoek there was also a felt need to initialise a ‘unique campaign’ (Grontmij Marktplan, 2009: 4), different to many other marketing campaign already deployed in other regions. This would be also a driver to set up the campaign with more elements in the domain of branding (instead of marketing) (see for the difference: section 2.2.1: Place marketing and place branding). The drive to brand becomes even stronger as the neighbouring region in Germany for example has a lot less to deal with in terms of the issues threatening the regional development of the Achterhoek: ‘If you just look and
5
Maglio, M., Egberts, L. Personal interview. April 14, 2014.
22 see what there (Kreis Borke (ed.)) is in terms of industry, jobs and colleges. We paid too little attention to that’7. By branding the Achterhoek it may also make a name for itself across the border. Another concern which drove the concept of branding the Achterhoek is, albeit not very surprising, the lacking image most people have of this region. In the minds of many the Achterhoek is a region tucked away in the periphery, mostly populated by farmers. Other associations are beer and ‘Zwarte Cross’ (motor cross and music festival)8.This image needed a change and the current branding efforts may change things for the better. The Achterhoek Region (Regio Achterhoek), the collaboration of the municipalities that kick-started these developments revolving setting up a region brand, perceives certain regional assets that desperately need more recognition. One of these assets is one of the region’s most important sector: the manufacturing industry (around 10% more workforce employed in the industry sector compared to the national average (Companen, 2007: 13). Other somewhat softer assets the brand is loaded with are the (regional) characteristics ‘ personal attention’, as in people still taking time for you when in the Achterhoek, ‘naoberschap’, a known quality in the East of the Netherlands which means that people tend to their neighbours whenever needed, connected to a strong sense of community. Another important element the brand is there to promote is ‘co-innovation’, the process of innovating together, which is also deemed typical for the Achterhoek region. The emphasis on this co-process of regional innovation is something which is supporting the thought that in place branding there is increasingly more attention for exactly these kind of co-processes (Ind et al., 2012). All in all, the innovative power of the region has to be the focus and in some way replacing, or better said pushing the current general image of the Achterhoek as a tranquil and spacious place to the second place. The businesses behind this innovative power of the region are therefore deemed as ‘ambassadors’ of the region (and therefore its brand image) and becoming the most innovative region of the Netherlands is one of the ambitions found in the regional development policies like Achterhoek 2020 (more on this in section 4.1.3: ‘Echt Achterhoek’ in regional policies.
Furthermore, relating to the identity of the brand there is an interesting driver to be found in the form of the ‘broader marketing’ concept. As put by some informants there was a need in the Achterhoek for a broader brand. Up until the initiation of the current ‘Echt Achterhoek’ brand the focus on regional marketing predominantly lay on the tourism sector. While tourist destination branding can be very successful in attracting visitors seeking a recreational destination, it is less of a fitting tool in developing the region in an economically diverse and sustainable way. That’s why there was a common belief among policy makers in the Achterhoek for the need of a somewhat less or more broad band that would firmly put the region on the mental map of target groups like young talents and applicable for more sectors other than the tourism branch: At the beginning we said: ‘we should work on a profiling or logo in the Achterhoek that would put the region on the map and can be applied to different matters, not just solely to the touristic sector’9. A parallel can be found in the literature on place branding, shifting focus from destination branding towards other more holistic approaches to place branding (Ashworth et al., 2009; Hanna, 2008). The region hosted in the last decade several marketing or brand initiatives, each with their own focus. Hence why there is now the desire to set up a more unequivocal brand, broadly applicable and contributing to one strong image
7
Maglio, M., Egberts, L. Personal interview. April 14, 2014.
8
Ibid.
23 of the region. The process the region is currently going through branding-wise can be seen as a process of ‘converging brand images’, with a strong focus on the innovative power of the region and by doing so reinforcing the social-economical position of its inhabitants (Regio Achterhoek, n.d.(b)). The success of many practices like region branding are also subject to winds of change and chance. In the case of the Achterhoek, the current branding approach was maybe fuelled by an, at first glance, unfortunate abolishment of the Achterhoek tourist office (ABT) in 2012. This office was burdened with the touristic promotion of the region and hosted for example the site www.achterhoek.nl. After the office went bankrupt, Regio Achterhoek, the collaboration of the regional municipalities, took over a lot of the activities predominantly conducted by the ABT. This situation could be seen as window of opportunity for the regional authorities to accelerate the process of ‘broadening’ the marketing of the region and coupling the economic profiling to these promotional activities whereby the aforementioned website is currently reserved to make it into some sort of regional portal where visitors will be confronted with various types of information about the region and its possibilities (and not just tourism related).
Branding in a border region like the Achterhoek means almost by definition looking to the other side of the border as well. The neighbouring region in Germany can be observed as a competitor but also as a place that offers opportunities to the people living in the Achterhoek itself. When asking about this ‘transnational’ perspective, interesting answers surface from the interviews. The Achterhoek is taking the Euregio very serious and is currently involved in many plans of overcoming the barrier the border poses. Especially on part of regional marketing and lobbying activities to attract EU subsidies10. In this sense, shaping a strong image, together with the neighbours on the other side of the border, can prove very beneficial to all within that wider area.
All in all, distinctive but ever so related drivers could be recognized, fuelling the urgency to establish a firm regional brand, coupled with economic profiling of the Achterhoek:
A direct concern among politicians and policy makers about the population ageing, contributing to the issue of population shrinkage in the region and the accompanying loss of jobs.
The belief that the current image the general public has of the Achterhoek isn’t doing justice to the several economic branches that are vital for the regional development.
The threat of ‘falling behind’ in an ever more competitive arena of different regions, observing other regions concerning marketing and branding activities taking place there, also in international perspective.
The notion that the regional marketing should target more potential groups other than tourists alone (as it has been the common practice in the past), and by doing so adjusting the general image of the region. The brand has to evoke an unequivocal image of the region, by converging the different targets former marketing initiatives aimed for. Targeting public across the border is certainly something that is looked into as well. The abolishment of the Achterhoek tourist office (ABT) possibly provided an opportunity to change things on the regional marketing (and branding) front.
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4.1.2 Branding network in the Achterhoek
The actor that serves as the main focal point concerning the region brand in the Achterhoek is the organisation Regio Achterhoek, established as institutional body through the collaboration of the municipalities in the region of the Achterhoek. A very important network for the region, and therefore also the regional brand, is the one built around the Achterhoek 2020 regional plan. A plan which is attuned to the strategic goals and ambitions as been set out by the province of Gelderland, the national government and the European Union with regard to the Achterhoek region (Regio Achterhoek, 2014). The branding of the region can be seen as a ‘project’ under the auspices of this bigger regional strategic plan. The network of Achterhoek 2020 can thus be regarded as the main strategic planning network of the region and is therefore also the most relevant network regarding the region brand and associated actors. Partners in Achterhoek 2020 are among others the educational institute Graafschap College, employer confederation VNO-NCW Achterhoek, Achterhoek Centre for Technology (ACT) and the Region Achterhoek (the regional cooperation of eight municipalities) (Regio Achterhoek, n.d.). The actors sealed their commitment for regional cooperation by signing the covenant mentioned in the section above. ‘Achterhoek 2020’ and the region brand project are both initiatives by the SEO (Socio-Economic Cooperation) of the Achterhoek (Atrivé, 2010). Regio Achterhoek, as initiator, is supporting the process of realising the ambitions of the Achterhoek 2020 programme and takes up the role of connector within the regional strategic network.
A returning phrase in the regional documents is the organization or network principle of the ‘three o’s’ (overheid, ondernemers and organisaties), meaning the involvement of the government, entrepreneurs and (civil society) organisations in matters like setting up this region brand of the Achterhoek (Regio Achterhoek, 2014: 4). A broad cooperation under this principle should provide a region brand a more solid basis, and critical mass (Anholt, 2006), than in a case when only one party is concerned with the marketing of the region. Although the ‘three-o’ approach is a more or less proven concept in network theories, getting all the actors ‘behind the o’s’ to gather around the branding banner is proving a more daunting task in the region of the Achterhoek. Especially on the part of the entrepreneurs there seems to be some reluctance in joining the b(r)andwagon. Entrepreneurs in the region do not always see the benefits of a strong region brand. Also, in many instances, entrepreneurs do acknowledge the need of setting up and executing this region brand, but lack the will or motivation to really get involved in an active manner. Winning the entrepreneurs for the branding cause will be the main challenge coming years for the organisation Regio Achterhoek, even more so as they are regarded as the most important ambassadors of the region. Representatives of Regio Achterhoek see therefore a role for several key players in the regional economy who can motivate others to join in on the branding of the Achterhoek and associated policy goals11. The required additional actors, the entrepreneurs, are (often) already part of the regional network, but not really committed in a strong sense. Part of the ambition of the Regio Achterhoek is thus committing more entrepreneurs and businesses to the brand. It is then expected these parties will promote the brand, and thus the region, through their own means (by putting the brand and its logo for example on their website and writing-paper) . Because the benefits of place branding are not always directly visible, motivating (smaller) entrepreneurs requires often more effort and persuasion. Regarding the network and ‘cooperative basis’ for the region brand, the coming years will prove crucial in binding these entrepreneurs to the brand and associated regional ambitions. The
