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Region branding: The case of the Baltic Sea Region

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Abstract

This paper examines the potential for the Baltic Sea Region (BSR) to create and maintain a brand. Providing an initial and overall look at the issue, it poses the question: Can a region with ten countries really successfully engage in brand-building? This question is tackled by building upon the literature on branding and place branding, but also by drawing upon research on the region conducted in social science disciplines such as economic geography, history and cultural history. Empirical sources included interviews and observing conferences and presentations. This study argues that the BSR faces a number of challenges, as suggested by place-branding theory, the most notable being a lack of one single decision-making authority and a lack of unity of purpose among its potential stakeholders. Two possible and somewhat similar strategies that take these challenges into account are presented. It might be possible to compensate for the lack of decision-making authority, but it would take a strong unity of purpose in terms of a unifying core idea or brand story. The kind of unifying element that is needed might be that the region possesses a common identity to some degree or have strong joint interests. A swift review of whether this is the case indicates that a region is indeed being formed, but as yet, it is too early to speak of a coherent region with a common identity, at least in the traditional sense.

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Notes

  1. Organisers: Baltic Development Forum and VINNOVA; strategic partners: Council of Baltic Sea States (CBSS), Nordic Council of Ministers and Baltic Sea States Subregional Cooperation (BSSSC).

  2. ‘Informal Colloquium on Branding the Baltic Sea Region’, 2005, Co-arrangement between Konrad Adenauer Stiftung, Baltic Development Forum and VINNOVA.

  3. Typically, trade is considered as the first step in a process of building up economic relations between markets, and FDI is considered as a process indicating closer integration.

  4. The compilation of cooperation efforts in the Baltic Sea Region showed that out of 190 initiatives, agreements and organisations promoting cooperation, 77 were more or less focused on economic issues (Stålvant, 1996).

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Presentations and discussions (all observed at the ‘Informal Colloquium on Branding the Baltic Sea Region’ in Cadenabbia, Italy, 29th April–1st May)

  • Anholt, S., Government Adviser, Managing Editor, Author.

  • Kalnins, O., Director, Latvian Institute, former Latvian Ambassador to the US.

  • Ketels, C., Principal Associate Institute for Strategy and Competitiveness, Harvard Business School and Institute of International Business, Stockholm School of Economics.

  • Olins, W., Chairman Saffron Brand Consultants, Author, Visiting Fellow at Said Business School in Oxford and Visiting Professor at Lancaster University and Copenhagen Business School.

Interviewees, pre-study:

  • Gruodis, V., Director General, Baltic Management Institute, former Director of the Lithianian Development Agency, Telephone interview 25th May, 2005.

  • Kalnins, O., Ambassador, Director, Latvian Institute, Telephone interview 14th March, 2005.

  • Kokkonen, E., Director, the Baltic Institute of Finland, Telephone interview 30th May, 2005.

  • Lindberg, P., Policy Manager, Baltic Sea Chamber of Commerce Association (BCCA), Telephone interview 31st March, 2005.

  • Mielke, T., Director Baltic Sea Tourism Commission (BTC), Telephone interview 11th April, 2005.

  • Musiolik, S., Director Department of Nordic and Baltic Sea cooperation, Schleswig-Holstein State-Chancellery, Telephone interview 11th April, 2005.

  • Nilsson Speer, D., Baltic Design Transfer, Telephone interview 16th March, 2005.

  • Pikani, J., Vice President ScanBalt, Chairman Estonian Biotech Association, Interviewed in Copenhagen 15th March, 2005.

  • Saprykin, P., Policy Advisor, Council of Baltic Sea States (CBSS), Telephone interview 1st April, 2005.

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  1. Rue de la Cité 13 A, Ixelles, 1050, Belgium

    Marcus Andersson

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  1. Marcus Andersson
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Correspondence to Marcus Andersson.

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1graduated from Stockholm School of Business in June 2005 with an MSc in Business and Economics and has an MA in Political Science from Uppsala University. He is currently doing in-service training at the European Commission in Brussels, and has previously worked for the Baltic Development Forum in Copenhagen, among other things, on a project aimed at building a brand for the Baltic Sea Region.

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Andersson, M. Region branding: The case of the Baltic Sea Region. Place Brand Public Dipl 3, 120–130 (2007). https://doi.org/10.1057/palgrave.pb.6000057

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