CROSS BORDER PLACE BRANDING By Riddhi Chopra Study

CROSS BORDER PLACE BRANDING By Riddhi Chopra

Study of Place Branding � � � Growing mobility of Capital people – Increased competition and awareness Study – Practitioners lead (to better understand the place) Analytical studies/Scholars – show the complexity Apart from stakeholders; culture & identity – important role Some concepts overlooked – “Definition of place”

Place-Concept � � � Multidimensional - Polysemous, Political Various possible designations Question of scale Unchangeable characteristics – natural, geological, history Changeable /Unforced. Political, economical, legal Overlapping perimeters

Target Groups � � Tourists, companies and residents Analysis of residents – overlooked Different strategies – different targets/time dimensions Systematic and integrated approach lacking

Great Geneva � � � Binational agglomeration – France and Swiz Territory – 2000 km – Geneva, surrounding places and parts of France 918. 000 residents – 31% increase in 20 years Offers 440. 000 jobs Borders crossed -550. 000 times/day bothways in 2011 cross border cooperation -institutionalisation

Cross Border Projects CEVA • Cross border transport project Park and Ride

CEVA � Aims to build Railway transportation between Geneva and French suburbs Two critical issues Choice of constructor and equipment Eg: Railway wagons from where? Financial negotiations! Who pays what?

Park and Ride project � � � Aims at building parking slots in French parts Reducing the traffic congestion Mismatch of perimeters - 8340 citizens od Canton of Geneva – power to postpone the project (2013 fall) The debate question – should the Canton of Geneva taxpayers finance the parking slots on the french side? 2013 summer – new govt elected –Different group of people– Political impact

Marketing challenges. � � Place branding solutions – to potential attract new tourists, residents and institution & retain the existing Common identity, educating residents A strong brand to attract funds Holding of flagship events

Highlights � � Complexity of place and Brand Role of politico-institutional aspects Role of citizens The challenges help in understanding new aspects of place branding

Thankyou