Construction of a place brand
The approach adopted by the Swiss canton of Valais to develop a place brand – the attribution of an overall quality relating to the characteristics, excellence and originality of a place and to a group of products and services – appears exemplary in that it has been instrumental in developing touris...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institut de Géographie Alpine
2014-07-01
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| Series: | Revue de Géographie Alpine |
| Subjects: | |
| Online Access: | https://journals.openedition.org/rga/2321 |
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| Summary: | The approach adopted by the Swiss canton of Valais to develop a place brand – the attribution of an overall quality relating to the characteristics, excellence and originality of a place and to a group of products and services – appears exemplary in that it has been instrumental in developing tourism and agricultural production, and promoting industry. The canton, which enjoys a reputation as a tourist destination (several renowned resorts) and is part of a well-known and distinctive river basin (the upper Rhone), comprises, however, a variety of motivations and interest groups at smaller scales relating to the different mountain massifs and valleys. In such a context, it is both the image and reputation of the canton as a whole that constitute the main resource, a situation that is, however, not without risk when the canton finds itself in a awkward position in relation to the new metropolitan values (in the Swiss context) of political ecology on the question of landscape and second homes. |
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| ISSN: | 0035-1121 1760-7426 |