Regional Branding in the Czech Republic

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1 Regional Branding in the Czech Republic Magda Sedmíková Asociace regionálních značek, o.s. / Association of the Regional Brands 4th Regional Workshop of Rural Development 27 May 2013, Prague Regional brand guarantees Origin opportunity among global products Quality = criteria similar throughout Europe; Respect to the environment Maximum content of local raw materials Specifity within the respective region, restoration or creation of a tradition, extraordinary quality 1

2 Regional brands do NOT mean Conservation of tradition not only keeping and renovation of tradition but also building of new ones Only local raw materials only one of several criteria, not a obligatory condition Only local entrepreneurs production site must be within the region, not the official address Certification of all products only individual products or defined groups get labels The main aim of the regional branding Sustainable rural development economic sustainability preservation and development of cultural memory healthy food and lifestyle ecological sustainability local pride 2

3 Initial project: Natura 2000 People for nature, nature for people Regional environmental centre CR implementation , co-financed by the European Commission DG Environment, Ministry of Environment Association of the Regional Brands 3

4 Visual image of the brands 600 certificates pro products, 65 for services řemeslné výrobky potraviny přírodní produkty Sophisticated system know how for introduction and granting of a brand Inclusion of different players prevalence of Local Action Groups, but also other types of organisations Universality wide scale of products and services Single visual identity common visual style Cross-border potential Slovakia, Poland, Germany 4

5 Establishing a Regional Brand Bottom-up principle Working group workshops in the region entrepreneurs, public authorities (incl. nature protection), NGOs logo of the brand, borders of the region, rules regional co-ordinator, certification commission promotion of the brand, common activities financial sources How the Branding System Works Producers ARZ National Co-ordinator Regional Co-ordinator Certification Commission 5

6 Certification Criteria Origin in the region - local producer, the main production phase Quality - at least standard No harm to the environment Link with the region - local tradition (0-5 points) - local raw material (0-5 p.) - hand-made (0-5 p.) - regional motive, specificity (0-5 p.) - extra quality / representativeness (0-5 p.) at least 10 points Producers Duties (2 years) To use the brand for the certified products common labels or stickers, own label, individual solution To meet the criteria random inspection visits To pay a fee to CZE (cca 60 to 200 EUR) 6

7 Activities in the Regions printed matter (leaflets, catalogues) seasonal regional bulletins regional media network of selling-points local fairs etc. Not only the labelling Promotion, presentation - both regional and national level 7

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9 Additional activities Networking of selling points Fairs and presentations prezentace Co-operation with other organisations in the Czech Republic and abroad Sale of the products with regional brand shop with the regional products in Olomouc 9

10 Special features of regional brands in the Czech Republic: According to the type of the co-ordinator: Associations of producers (Beskydy and formerly also Krkonoše) Agencies of destination management (Šumava, Českosaské Švýcarsko, Broumovsko Český ráj outside ARZ) Development agencies (Vysočina, Moravská brána) LAGs (Krkonoše, Moravský kras, Orlické hory, Moravské Kravařsko, Polabí, Podkrkonoší, Haná, Jeseníky, Prácheňsko, Železné hory otside ARZ Jizerské hory, Lužické hory, small labels in Southern and Western Bohemia) Others (Górolsko Swoboda, Kraj blanických rytířů outside ARZ TBK) Special features of regional brands in the Czech Republic: According to the type of the area: Popular tourist destinations (Šumava, Krkonoše, Moravský kras, Orlické hory, Českosaské Švýcarsko, Jeseníky) Border regions (v Čechách většina) Agricultural areas (Polabí, Podkrkonoší, Haná) Folklore or historical lands (Prácheňsko, Haná, Moravské Kravařsko, Beskydy, Górolsko Swoboda) Administrative region (Vysočina) Micro-region (Železné hory) Protected landscape areas (Broumovsko) New region (Kraj blanických rytířů) 10

11 IN the region and FOR the region collective work since design of the logo identification with the brand involment of the municipalities, business, cultural and educational institutions and non-profit sector clear structure (certification comittee, regional / national coordinator ) uniform, transparent and jointly developed rules BRAND = OPPORTUNITY Strengths of regional branding in CR Simple principles fast, flexible, individual approach Low costs (relatively) Minimal burden for the producers Trust in the branding system, relevant for producers (regional pride) Not only certification: promotion, collaboration, networking, events 11

12 Weaknesses of regional branding in CR Too broad to be understandable (pros invert sometimes to cons too many types of producers, too many objectives) Unclear definition of areas Weak publicity low awareness in general public Almost no sale opportunities Dependence on public funds Lenka Voštová Cheese from Střemeníčko HANÁ regional product cheese production organic farm grows its own mold yard sale 12

13 Michal Hrdlička - Fresh sheep's and cow's cheese JESENÍKY original product family farm home made cheese without additives traditional practices Citizens association Stránské Products from sheep wool JESENÍKY original product native sheep species various wool products whole of the procedure is made by them 13

14 Thank you for your attention! Asociace regionálních značek, o.s. Magda Sedmíková mobile:

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