Potential and limits for creating a place brand as tool for territorial development in Chefchaouen, Morocco

Mechthild Donner (), Fatiha Fort and Sietze Vellema
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Mechthild Donner: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, WUR - Wageningen University and Research [Wageningen]
Sietze Vellema: Technology and Innovation group - WUR - Wageningen University and Research [Wageningen]

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Abstract: Place brands appear worldwide as new kind of political tool for local development at different geographical scales. This article explores the potential to create a place brand as tool for territorial development in a rural area of Morocco via a case study approach. Results show that successful place branding not only depends on place identity and local assets, but also on the macro-environment and strong partnerships. Regional autonomy, a delimitation of the target area, political unity and leadership are crucial factors. Morocco offers opportunities for place branding, but until now seems to be mainly limited by the uncompleted regionalisation and decentralisation process.

Keywords: place branding; territorial development; local governance; morocco; case study; trade names; terroir; marque commerciale; développement du territoire; gouvernance locale; coopération; maroc; étude de cas (search for similar items in EconPapers)
Date: 2015-05-24
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Published in Regional Studies Association Annual International Conference, "Global growth agendas: Regions, institutions and sustainability", Regional Studies Association (RSA). GBR., May 2015, Piacenza, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01506401

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