Challenges in joint place branding in rural regions

The purpose of this article is to explore joint place branding in rural regions, focusing on cooperation between the various stakeholders involved and on the salient features of rural regions that are used in the place branding process. Branding is conceptualized as a social process where brand value is co-created by the stakeholders. Place branding is seen as a participative process, bringing stakeholders together with the aim to strengthen the identity of the place. The fundamental question is how to build long-term commitment in a group of key stakeholders. Many sources discuss place branding for large cities, but rural regions have received little attention. The process of place brandin…