DEVELOPMENT OF THE REGION AND THE REGIONAL BRAND Kateřina Čadilová Asociace regionálních značek, o.s.

What is the regional brand? visual indication = logo, graphical sign guarantee of origin = from defined area guarantee of quality = fulfilling of criteria marketing tool for individual holders and the region

How can we define the region? common language (dialect) geographic location uniqueness 4 phases of setting up a region: defining the borders creation of symbols – emblem, flag setting up of institutions appearance in wider organisations and general awareness

Elements of regional identity Regional identity Inside Identification with local community Identification with the area Outside Subjective (image) Objective (facts)

Regional brand as a tool for boosting the regional identity representation of the area = nature, history, culture representation of the community = skilful people who like their home region building up a positive image = brand must be nice and understandable communication of approved facts = guarantee of the quality

Setting up of the regional brand step by step definition of the region searching for regional institutions analysis of strengths and weaknesses of the region and its promotions defining the beneficiaries of the brand networking the stakeholders of the brand

local producers – both food and handicraft manufacturers – not only traditional but with the stress to the respect to the nature and high quality of products local service providers – contributing to sustainable tourism local consumers visitors of the region Identifying potential beneficiaries of the regional brand

producers selling points – small and medium stores, ‘local’ e-shops promotional facilities – info points, local media, internet, social networks municipalities community – both formal and informal organisations, fellowships, cultural institutions, organisers of public events, etc. Networking of regional brand stakeholders