8 October 2014

Constructing cross-border advantage: a joint branding strategy for Galicia and northern Portugal

Abstract only - to be presented at the Regional Studies Association Early Career Conference, Sheffield, 2014

Constructing cross-border advantage: a joint branding strategy for Galicia and northern Portugal

Eduardo Oliveira*
Department of Spatial Planning, University of Groningen, Netherlands

This article adopts a constructed advantage approach to a potential joint cross-border branding strategy to position and give visibility to Galicia and northern Portugal (GNP). Bearing in mind the approval of the European Grouping of Territorial Cooperation GNP, the publication of the Joint Investment Programme 2014-2020, the mismatch of styles of government and the current socio-economic scenario, the article sheds light on the empirical significance of a branding strategy through cross-border relatedness, knowledge-base and policy platforms. The findings reveal the key-economic domains in which GNP excels. Their combination is likely to generate spillovers, thus constructing cross-border advantage and a unique branding-storyline.

Summary

The purpose of this article is to stimulate discussion on interregional place branding. It discusses the development of place branding across administrative border-regions, bringing together concepts of (un)related variety, knowledge-bases and policy-platforms, central to the idea of constructing regional advantage.


Keywords constructing regional advantage, cross-border, Galicia, northern Portugal, place branding.

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