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首页> 外文期刊>Journal of urban regeneration and renewal >Research papers Rural icons as strategic branding tools
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Research papers Rural icons as strategic branding tools

机译：研究论文农村图标作为战略品牌工具

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摘要

Branding is commonly used in the private sector. There is general agreement that branding can also be useful in the public sector. In the Netherlands, there is a lot of experience with branding of cities, places and urban regions. One of the lessons that has been learned is that city icons can contribute to successful branding strategies. Branding of rural areas, however, is a relatively new (and also more complicated) phenomenon. Also, the use of icons in branding strategies seems to be a lot easier in cities compared with rural areas. Rural areas frequently lack great and inspiring objects, such as striking buildings or photogenic bridges that naturally invoke strong positive emotions, promoting their preservation. Rural areas are quickly interpreted as residual spaces: empty canvases, waiting to be developed. Furthermore, small towns situated in rural areas are under pressure, because people and facilities are moving out. This paper discusses the effect of (developing and using) rural icons in the branding of rural areas. On the basis of three case studies in rural areas in the Netherlands, phases, stakeholders and strategies are identified. The use of icons for the branding of rural areas in which small towns are situated can be an important new strategy for their managers.
机译：品牌通常在私营部门中使用。人们普遍同意品牌也可以在公共部门中发挥作用。在荷兰，城市，地方和城市地区的品牌建设经验丰富。汲取的教训之一是城市标志可以为成功的品牌战略做出贡献。但是，农村地区的品牌建设是一个相对较新的（也是更为复杂的）现象。而且，与乡村地区相比，城市中的图标在品牌战略中的使用似乎要容易得多。农村地区经常缺少伟大而富有启发性的物体，例如敲击建筑物或上镜的桥梁，这些桥梁自然会唤起强烈的积极情绪，从而促进其保存。农村地区很快被解释为剩余空间：空的画布，等待被开发。此外，由于人员和设施正在搬迁，位于农村地区的小城镇承受着压力。本文讨论了（开发和使用）乡村图标在乡村品牌推广中的作用。根据荷兰农村地区的三个案例研究，确定了阶段，利益相关者和策略。将图标用于小镇所在的农村地区的品牌推广可能是其管理者的一项重要的新策略。

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