Regional brand
Regional brands are an instrument of sustainable regional development in rural areas. They are not to be equated with the protected designation of origin at national or European level.
Emergence
In 2001 the Federal Ministry for Consumer Protection, Food and Agriculture announced the competition “Regions active - Land shapes the future”. Since then, a number of regional brands have been founded in Germany. There is no uniform definition of what regional marketing or a regional brand is.
purpose
What the German regional brands have in common, however, is the effort to counteract globalization and monopoly - especially in the food sector - by returning to regionally produced products and services. As far as possible all raw materials etc. should come from the respective region and also be processed there. The added value should also remain in the respective region. Regional brands compete together under one brand logo . Businesses, producers or producers of agricultural products and foodstuffs (e.g. Genuine Black Forest regional brand) can use the respective brand name and, if necessary, other marketing or advisory tools to the regional marketing company. But also gastronomic businesses, wood producers (e.g. regional brand Middle Elbe) or tourism businesses (e.g. regional brand Uckermark) use regional brands. The Eifel regional brand has even expanded the concept to include local employers. The respective marketing company carries out lobbying and image work for its members. For example at trade fairs such as Green Week , Anuga or tourism fairs .
Examples of regional brands in Germany
- Lower Rhine, of course
- Regional brand Eifel
- SooNahe (Nahe and Hunsrück area)
- Real Black Forest
- Real Odenwald
- Thuringian Forest
- Silly
- Typical Harz
literature
- OECD Rural Policy Review Report Germany: Germany OECD Publishing, 2007. ISBN 9789264017764 . P. 158 ( definition (box 3.5) online at Google Books )
Web links
- Tanja Nissen: What is a regional product? Schleswig-Holsteinischer Zeitungsverlag (sh: z), October 4, 2011
Individual evidence
- ↑ Tobias Altmann: umbrella brand processes in regional development, p. 19f. Technical University of Kaiserslautern 2011. Accessed November 27, 2015 .
- ↑ Christian Drache: Regional brands: instruments of sustainable regional development on the test bench. Ernst-Moritz-Arndt-Universität Greifswald 2011. (No longer available online.) Archived from the original on March 5, 2016 ; accessed on November 27, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
