Development of a cross-border regional brand management model: an analysis of its applicability in the Brazil–Argentina and Italy–Austria bordering localities

Abstract

Purpose This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the Brazil–Argentina and Italy–Austria cross-border regions comprising several cities. Design/methodology/approach A systematic literature review was conducted to obtain a theoretical basis and select elements for creating the cross-border regional brand management (CRBM) model. To apply the model, in-depth interviews were conducted with 19 specialists of different nationalities and distinct expertise on cross-border governance and regional branding. In addition, to validate the proposed model, a focus group was carried out, and specialists were consulted using forms, providing 22 additional opinions. Findings The results show good managerial practices and gaps that must be overcome to create and manage the brands from the two regions analyzed. Research limitations/implications The theoretical contributions consist in extending the literature in place branding by presenting the first CRBM model and the conceptual explanation of each of the model's elements. Practical implications The study's practical implications occur through the suggestion of good management practices for the studied localities arising from the applicability of the CRBM model. Furthermore, it is expected that the model developed can be applied in other locations, bringing practical contributions to the management and creation of cross-border regional brands in other countries. Originality/value This study presents the first CRBM model and its applicability to two cross-border regions.