1. Place Branding and Nonstandard Regionalization in Europe
Chapter 2| Schiavone Katia
Place Branding and Nonstandard Regionalization in Europe 

2. CONTENTS Introduction Every Place is a Brand
Nonstandard Regionalization
A Place Branding Perspective on Nonstandard Regionalization
Conclusion

3. The constructed regions do not follow a standardized spatial division.
Introduction 
This chapter offers a critical view of place branding in relation to nonstandard regionalization 
The process of nonstandard regionalization create new places and new place brand
The constructed regions do not follow a standardized spatial division. 

4. Every Place Is a Brand
"Every place is a brand, but not every brand is a place" "The name of the place thus signifies values that are attributed to the place" "A Place is not a point on a map but a social construct" "Places tell stories,raise expectations,and promise specific values"

5. Every Place is a Brand
A place is an entity; it exists as long there are people that agree to its existence. Places can (re)appear and disappera if they gain or lose relevance. More often the meanings attributed to a specific place change through a continuos re- structuration process of " direct" and "mediated" experience with and of the place.

6. Resamble how people relate to corporate and consumer brands
Every Place is a Brand
Three process of place identity (a) identification of (b) being identified as (c ) identification with
Resamble how people relate to corporate and consumer brands 

7. Every Place is a Brand
Place branding is NOT promotion, advertisement and campaigns. Is NOT about selling the place, but about being the place or becoming the place!

8. Nonstandard Regionalization
Nowerday they are some economic disparities between EU member, there are regions have declined and regions of the member states have incresed. This cocktail of comparative divergence is a strong incentive for local and regional autohorities to create regional cooperation to achieve European founting, and it is one of the drivers of what we can term "nonstandar regionalization in Europe"

9. Nonstandard Regionalization
Three of the main categories of nonstandard regionalization:
 of urban agglomerations. Examples: London and Paris, but also regions around cities such as Amsterdam, Barcelona, and Copenhagen. 
 of areas dominated by specific business sectors. Exaples: Food Valley    ( the Netherlands); Bio Valley( France, Germany and Switzerland), Medicon Valley( Denmark and Sweden). 
of project-based cross-border cooperation. Examples:Fehmarnbelt Region(Denmark and Germany) Centrope Region( Austria, Hungary, Slovaki, and Czech Republic)

10. A Place Branding Perspective on Nonstandard Regionalization
From a place branding prospective, nonstandard regionalization can make sense if the regions share common denominatores. This denomiantors should set the region apart from others, this make theorically sense, but this is not always the way in practice. 

11. A Place Branding Perspective on Nonstandard Regionalization
 Place branding and nonstandard regionalization of urban agglomerations.  "Metropolitan regions" The place branding will be strongly dominated by the dominant center city. 
Place branding and nonstandard regionalization of areas dominated by specific business sectors. Such regions are existing only for the segments that deen they relevant. For a place branding view, the brand becomes more focused and stronger. 
Place branding and nonstandard regionalization of project-based cross-border cooperation. Place branding is relevant if the regions has a vison for a shared future and common dominatores. If not the region will not aspire to become a place. 

12. Conclusion
Place branding is becoming a commonly used instrument for both old and new region to assert themselves. 
Compared to more established regions, the nonstandard regions seem to come with a lot of deficits.