The seminar content is oriented towards the needs and experiences of the participants. The following major topics were planned and announced in the invitation brochure participants received in advance:

Conceptual framework

• Current trends, concepts and instruments in regional marketing
• Areas of application and strategies in establishing regional brands

Presentation of current initiatives in SEE on regional branding and marketing

• Participants’ presentations on their experiences with setting up regional brands in their countries (types of products and services, lessons learned and future strategies)
• Elaboration of specific profiles for regional products in SEE

• Presentation of relevant content aspects by a specialist in European brand registration
• Clarification on “Protected Designation of Origin” and “Protected Geographical Indication”
• Practical advice how to proceed in protecting regional brands on national and EU level
• Implications of EU competition policy regarding the protection of “regional quality”

Visit to German case studies

• Field trip to see selected examples of Protected Designations of Origin as well as touristic brand destinations
• Practical implications of size, delineation, registration, license system, control mechanisms, enforcement etc.

Instruments for follow-up

• Further steps to strengthen the inter-regional and cross-boundary co-operation between the South-East European countries in establishing and registering regional brands.

Georg presented the programme structure of this one week seminar in an overview form. The first two days relate to objective one and two, while the middle part refers to the third objective. Likewise the last day should tackle objective four as mentioned on page 19.