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Reflections on 10 year experience with the regional branding in the Czech Republic

Reflections on 10 year experience with the regional branding in the Czech Republic. Kateřina Čadilová Asociace regionálních značek, o.s. Association of Regional Brands. certificates : 780 products , 85 service providers , 16 experiences.

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Reflections on 10 year experience with the regional branding in the Czech Republic

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  1. Reflectionson 10 yearexperiencewiththeregionalbranding in the Czech Republic Kateřina Čadilová Asociace regionálních značek, o.s.

  2. AssociationofRegionalBrands • certificates: • 780 products, • 85 serviceproviders, • 16 experiences • Sophisticated system – know how for introduction and granting of a brand • Universality– wide scale of products and services • Single visual identity – common visual style • Cross-border potential – Slovakia, Poland, Germany

  3. Unique: • single layout • scope Regionalbrands in Czech Republicsince 2004 Similar: • criteria • bottom-up approach • inter-sectoralpartnership

  4. SWOTanalysis

  5. Aim = sustainabledevelopmentofruralareas • economy • environment • society • culture

  6. Brand as (marketing) TOOL • not onlypromotion • link between: • tradition and moderntechnologies • production and art • products – services– experiences

  7. shops and cafés Best practices

  8. Best practices homesellingand food boxes

  9. Best practices fairs

  10. Best practices experiencepackages

  11. Best practices games – questing

  12. Best practices synergy

  13. Whatwehave: • system, values, exeriences Whatnext • Whatweneed: • communicate, share, intensify Regionalbranding as KNOWLEDGE PATHWAY

  14. Setting up of the regionalbrand step by step definitionof the region searching for regional institutions analysis of strengths and weaknessesof the region and its promotions defining the beneficiaries of the brand networking the stakeholdersof the brand

  15. Asociace regionálních značek, o.s. Kateřina Čadilová mobil: +420 724 863 604cadilova@arz.cz www.regionalni-znacky.cz www.regional-products.eu Thankyouforyourattention

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