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Place Branding as Strategic Spatial Planning Instrument: Towards a Place Branding Strategy for the North of Portugal

Principal researcher

Eduardo Oliveira

Type of research



Prof. Gregory Ashworth

Prof. Gert de Roo (promotor)


Place branding aims to make a country, a region, a city or a tourism destination stand out in the complex and changing marketplace, enhance the place reputation and contribute to the development.

A place branding strategy asserts the place’s uniqueness and factors of differentiation namely for tourism purposes. This assertion of uniqueness often emphasises the historical, social, human, and cultural assets of the place. These assets are fundamental for tourism and the development of tourism destinations (such as cities and regions). T ourism has often been seen as a n important and dynamic sector in the economy of those places.

The scope of this project is to explore a possible place branding strategy for regions, such as the Northern part of Portugal. Our aim is to reinforce the regional assets as necessary for an economic and social transformation and as a response to the contemporary challenges the region is facing (for instance, weak economic confidence and unemployment).

The novelty of this research lies in the theoretical approach that positions place and destination branding theories as strategic spatial planning instruments and intends to contribute to the academic debate around the implementation of a long-term place branding process as part of a planning strategy to support a strategic change in regions .
Laatst gewijzigd:01 december 2016 12:18