Branding Limburg : A positioning of two branding strategies from a Competitive Identity perspective
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2012-11
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en
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Abstract
Place branding is a common practice nowadays. The local identity of places is gaining more
and more importance as a factor in location choice for companies, residents, visitors and
talent because of the ongoing globalisation process. It is evident that places must be
branded, but there are several approaches to brand a place. The branding strategies used
can thus differ.
Just like many other authorities, the Province of Limburg has recognised the
importance of place branding. While in the last four years only South Limburg was actively
branded, in July 2013 the Province wants to broaden this practice to Limburg as a whole.
The branding strategy of South Limburg under the header of ‘Regiobranding Zuid-Limburg’,
was developed by consultancy firm Berenschot and aimed at positioning South Limburg as a
region with a good work-life-balance. The means that were used to reach this goal were
mainly communication oriented in the form of promotion campaigns, supplemented with a
number of actions and projects. The new branding strategy for Limburg with the working title
‘Limburg Branding’ is developed by international consultants Simon Anholt, Robert Govers
and Jeremy Hildreth. The brand of Limburg will be established through real actions and
projects around the leitmotiv “Limburg. We don’t see borders, we see interfaces.” The
broadening of the branding practices from South Limburg to Limburg entails a new branding
approach: Competitive Identity
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Faculteit der Managementwetenschappen