The aim of this master thesis is to find a communication strategy to strengthen the region brand ‘Beer Region Innviertel based on participatory and cooperative models. The first step was an English and German literature review in search for definition and classifications unveiling the high degree of interdisciplinary. Furthermore, the definition of region brands lays in the differentiation to regional brands, which bears on a different target audience, spatial extent, and the scope of services Kirchgeorg (2005). The “Beer region Innviertel” has a brand architecture, which can be compared to an umbrella brand with a co-opetition strategy. Thus, it is shown that the beer region faces a problem of supremacy of strong brands in its network. As the results of the online survey confirm, a strong presence of big breweries and a minor awareness of them as being part of the region brand is evident. The statistical analysis highlights the positive effects that occur in case of identification with the region brand. Therefore, the desired identification can be reached by participation (self-experience), whereby interest and awareness of brand values rise. On the contrary, it is clearly evident that by not being aware of the brewerys member status as a part of the region brand and an ineffectively performed communication through media a more negative attitude occurs, which results in weakening the region brand. As the minor brand awareness of 23% beyond and a relatively low identification degree of 60,1% as and a lacking knowledge of the region brands core values (32%) inside the region approve.Afterwards, recommendations for action will be presented. Thus, participation and participatory branding strategies will be seen as the key to success in order to strengthen a region brand. So, putting the locals in the center of interest to enable identification with the brand as well as them functioning as an image medium, contributes to a strong region brand.