The Brand Project


What is BRAND?

Brand ProjectBRAND is a three year project running from October 2009 to September 2012. The project is 75% funded by the European Regional Development Fund (ERDF) through the EU’s Ireland-Wales Interreg IVA programme. This programme is an EU community initiative that aims to strengthen economic and social cohesion by promoting international and cross-border co-operation.

The BRAND Project partners are:

  • Denbighshire County Council, Wales (lead partner)
  • Isle of Anglesey County Council, Wales
  • Kildare County Council, Ireland
  • Dún Laoghaire-Rathdown County Council, Ireland.

What is the background to the BRAND project

The project came about as the towns of Rhyl, Holyhead, Athy, and Dún Laoghaire have undergone physical/capital scheme regeneration works, but all have difficulties with the way in which they are perceived by four different audiences; residents, businesses, the tourism & hospitality sector and external opinion formers.

This affects community regeneration adversely. The project therefore seeks to address these negative perceptions and improve the reputation of the towns by adopting a place branding methodology based on a process of community engagement.

Therefore the project acts as a framework for change to help promote Dún Laoghaire Town as a place in which to do business, invest, visit and live.

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