DESCRIBING THE DIFFERENT VALUES OF REGION BRANDING. A case study of Smart Delta Drechtsteden and its regional manufacturing industry.

This thesis investigates the values of regional branding from the perspective of the manufacturing industry, using the Drechtsteden region in the Netherlands as a case study. The research explores how companies in regionally influential sectors perceive and value regional brands, specifically focusing on the Smart Delta Drechtsteden region brand. A theoretical framework on place branding and value attribution is developed and applied through a Q-sort analysis to identify different perspectives among local companies. The analysis reveals two distinct profiles: one that sees the brand as a network enhancer, facilitating regional collaboration, and another that views it as a regional flagship, promoting a unified regional identity. The study highlights the varying degrees of brand value based on the companies' regional orientation. Good evening The findings suggest that region-specific branding is valued by regionally influential sectors as enhancement of regional economic competitiveness, stakeholder engagement, and institutional collaboration. The research concludes with recommendations for further development of regional branding strategies and their theoretical underpinnings, emphasizing the importance of different perspectives on value attribution for companies with different orientations. This study contributes to the understanding of regional branding as a governance tool in supporting regional development and economic growth.