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First presentation as PhD researcher. Eduardo Oliveira, PhD Researcher Department of Planning & Environment Faculty of Spatial Sciences, University of Groningen PO Box 800 9700 AV Groningen,The Netherlands
The Place Branding Process in the northwest of Portugal ::: PhD Team Day ::: ::December 5, 2011:: : Eduardo Oliveira: Purpose Research Questions Northwest of Portugal Provide a practical framework, with measures and applicability for one better future for the residents in the northwest of Portugal. Is there any place branding programme ? If so, What is it and Who is doing it? Detailed review of the literature relevant to place branding and place brand management. Provide a tool for the places, to manage and plan their strengths, opportunities and build, from them, competitive place advantages . Place branding What are the main points of criticism and the main gaps in place branding when applied to regions ?
Empirical goal Research Area Methodology Portugal Northwest Barcelos Braga Viana do Castelo Porto Guimar ães
Northwest of Portugal 2010: 250 000 Unemployed population 12.7% 2010 Empirical goal Research Area Methodology
Empirical goal Research Area Methodology To identify , describe and analyse cases of branding in the northwest region of Portugal and understand if they exist as process or only as simple promotional approach . To examine the best branding strategies to the northwest region of Portugal, according with the theoretical framework, “benchmarking” e.g., data… Case study Quantitative analysis Macro–Economics indicators Qualitative analysis Semi-structured interviews Place stakeholders Statistics / Reports
Theoretical goal Place branding theory To operationalise the theoretical framework according to the research questions and objectives Place branding theory Formulate a theoretical framework Planning tool concepts Practical measures Link to achievement of wide cooperation Reinforcing the concept as place management tool Integrate the findings of the field research Kalandides and Kavaratzis 2009 Hankinson 2007; 2010 Kavaratzis and Ashworth 2010 OECD IMF EU Dinnie 2011