Il circolo virtuoso tra regional brand e attrattività Regionale: prime evidenze dalle regioni italiane

Riccardo Passeri, Chiara Mazzi, Milena Viassone


The objective of the present work is twofold: first it aims at investigating the relationship between a regional attractiveness index (RAI) and a regional brand index (RBI); second, it classifies Italian regions based on the two indices. The regional attractiveness depends on 10 key-drivers, while the regional brand on 7 key-drivers and there is a significant relationship between these two indices, confirming the existence of a virtuous circle between RAI and RBI. This paper identifies 4 clusters of Regions: diamond point, evergreen, nursery and rough stone. Finally, we suggest strategies in order to maximise the level of the two indices. Although this paper is an explorative research, we give precious hints for further applications of the two indices at different regional levels, allowing a cross-country comparison  


Regional attractiveness; regional brand; benchmarking regions; delphi methodology; likert scale

Full Text:

PDF (Italiano)


Agarwal S., Sikri S. (1996), “Country image: consumer evaluation of product category extension”, International Marketing Review, 13(4), 44-55.

Andersen P. (2006), “Regional clusters in a global world: production relocation,innovation, and industrial decline”, California Business Review, 49(1), 101-122.

Anholt S. (2002), “Nation branding: a continuing theme”, Journal of Brand Management,10(1), 59-60.

Anholt S. (2006), “The Anholt-GMI City Brands Index: how the world sees the world’s cities”,Place Branding, 2, 18-31.

Anholt S. (2007), Competitive identity: the new brand management for nations, cities andregions, Palgrave Macmillan.

Anholt S. (2010), “Definitions of place branding. Working towards a resolution”, Journal of Place Branding and Public Diplomacy, 6(1), 1-10.

Aronczyk M. (2008), “Living the brand: nationality, globality and the identity strategies of nation branding consultants”, International Journal of Communication, 2, 41-65.

Ashworth G., Kavaratzis M. (2009), “Beyond the logo: brand management for cities”,Journal of Brand Management, 16(8), 520-31.

Atilgan E., Aksoy S., Akinci S. (2005), “Determinants of the brand equity: a verification approach in the beverage industry in Turkey”, Marketing Intelligence & Planning, 23(3), 237-

Bailey K.D. (1985), Metodi della ricerca sociale, Il Mulino, Bologna.

Baslé M., Cariou C., Suire R. (2003), Regional policy and path-dependency attractiveness. Is there an optimal window for EU intervention? Working paper, CREM - UMR CNRS, Department of Economics, University of Rennes

Begg I. (2002), Urban competitiveness: policies for dynamic cities, Policy Press, Bristol.

Berger T. (2010), “An overview and analysis on indices of regional competitiveness”, Review of Economics & Finance, 17-33.

Betti D., Forlani F., Pencarelli T. (2009), “La marca turistica e territoriale”, in Pencarelli T., Gregori G.L. (a cura di), Comunicazione e branding delle destinazioni turistiche. Una prospettiva manageriale, FrancoAngeli, Milano.

Bradley F., Tardivo G., Viassone M. (2010), “Misurazione del livello di internazionalizzazione delle Regioni italiane”, Sinergie, n. 83, 159-177.

Brown T.J., Dacin P.A., Pratt M.G., Whetten D.A. (2006), “Identity, intended image, construed image, and reputation: an interdisciplinary framework and suggested terminology”, Journal of the Academy of Marketing Science, 34(2), 99-106.

Caldwell D., Freire J. (2004), “The differences between branding a country, a region and a city: applying the brand box model”, Journal of Brand Management, 12(1), 50-61.

Camagni R. (2002), “On the concept of territorial competitiveness: sound or misleading?”, Urban Studies, 39(13), 2395-2411.

Cooke P., Schienstock G. (2000), “Structural competitiveness and learning regions”,Enterprise and Innovation Management Studies, 1(3), 265-280.

Cotta Ramusino E., Onetti A. (2006), “L’internazionalizzazione delle imprese italiane nell’est europeo: evidenze e prospettive”, Sinergie Rapporti di Ricerca, n. 24, 15-80.

Dalkey N.C. (1969), The Delphi method: an experimental study of group opinion, Rand Corporation, Santa Monica (CA).

Dinnie K. (2008), Nation branding. Concepts, issues, practice, Butterworth-Heinemann,Oxford.

Dopfer, K., Foster, J., Potts, J. (2004), “Micro-meso-macro”, Journal of Evolutionary Economics, 14(3), 263-279.



  • There are currently no refbacks.

Copyright (c)

ISSN 0394-7947 / eISSN: 2421-5724