Is brand image necessary for regional development ?

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Director, Institut d’Administration des Entreprises Pau-Bayonne, Lecturer in management science

Seminar Entrepreneurs, towns and regions | Wednesday February 1, 2012 - 10h - 12h

The elected representatives of a region naturally attempt to promote it in order to encourage its development. Increased budgets for publicity and communication at different levels are proof of this desire to improve their ‘brand image’. However, this is not necessarily the most efficient territorial marketing tool, especially at a regional scale. This prompts questions regarding the ‘critical size’ of the territory to be promoted and that of co-operation from different local bodies to increase its attractiveness.

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