Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia
Place branding is an approach to stimulating territorial development. From the theoretical point of view, place branding in rural areas should be an inclusive and participatory process. Applications and outcomes of the process have been insufficiently investigated so far in rural areas. The oldest p...
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| Format: | Article |
| Language: | English |
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ZRC SAZU, Založba ZRC
2022-11-01
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| Series: | Acta Geographica Slovenica |
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| Online Access: | https://ojs.zrc-sazu.si/ags/article/view/10883 |
| _version_ | 1798005607392870400 |
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| author | Erik Logar |
| author_facet | Erik Logar |
| author_sort | Erik Logar |
| collection | DOAJ |
| description | Place branding is an approach to stimulating territorial development. From the theoretical point of view, place branding in rural areas should be an inclusive and participatory process. Applications and outcomes of the process have been insufficiently investigated so far in rural areas. The oldest place brand in Slovenia, “Babica in Dedek”, is analyzed to present its socioeconomic circumstances, impacts, and challenges from the perspective of local producers. Three qualitative methods are thus applied: analysis of documents, semi-structured interviews, and a focus group. This case study has revealed factors that contribute to new marketing opportunities, product packaging, holding seminars, and advertising local products in the area. On the other hand, the empirical findings are only partly aligned with the theoretical implications: the impacts of place branding are “sectorally limited” instead of being inclusive and participative. |
| first_indexed | 2024-04-11T12:41:55Z |
| format | Article |
| id | doaj.art-563e5d58ee034db2968afc23ee564ada |
| institution | Directory Open Access Journal |
| issn | 1581-6613 1581-8314 |
| language | English |
| last_indexed | 2024-04-11T12:41:55Z |
| publishDate | 2022-11-01 |
| publisher | ZRC SAZU, Založba ZRC |
| record_format | Article |
| series | Acta Geographica Slovenica |
| spelling | doaj.art-563e5d58ee034db2968afc23ee564ada2022-12-22T04:23:27ZengZRC SAZU, Založba ZRCActa Geographica Slovenica1581-66131581-83142022-11-01622119–133119–13310.3986/AGS.1088316664Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, SloveniaErik Logar0https://orcid.org/0000-0001-9403-2270Research Centre of the Slovenian Academy of Sciences and Arts, Anton Melik Geographical Institute, Ljubljana, SloveniaPlace branding is an approach to stimulating territorial development. From the theoretical point of view, place branding in rural areas should be an inclusive and participatory process. Applications and outcomes of the process have been insufficiently investigated so far in rural areas. The oldest place brand in Slovenia, “Babica in Dedek”, is analyzed to present its socioeconomic circumstances, impacts, and challenges from the perspective of local producers. Three qualitative methods are thus applied: analysis of documents, semi-structured interviews, and a focus group. This case study has revealed factors that contribute to new marketing opportunities, product packaging, holding seminars, and advertising local products in the area. On the other hand, the empirical findings are only partly aligned with the theoretical implications: the impacts of place branding are “sectorally limited” instead of being inclusive and participative.https://ojs.zrc-sazu.si/ags/article/view/10883rural geographyplace brandingterritorial developmentnetworklocal producersbottom-up approachškofja loka hills |
| spellingShingle | Erik Logar Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia Acta Geographica Slovenica rural geography place branding territorial development network local producers bottom-up approach škofja loka hills |
| title | Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia |
| title_full | Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia |
| title_fullStr | Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia |
| title_full_unstemmed | Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia |
| title_short | Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia |
| title_sort | place branding as an approach to the development of rural areas a case study of the brand babica in dedek from the skofja loka hills slovenia |
| topic | rural geography place branding territorial development network local producers bottom-up approach škofja loka hills |
| url | https://ojs.zrc-sazu.si/ags/article/view/10883 |
| work_keys_str_mv | AT eriklogar placebrandingasanapproachtothedevelopmentofruralareasacasestudyofthebrandbabicaindedekfromtheskofjalokahillsslovenia |