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Cluster branding - a case study on regional cluster initiatives, cluster management, and cluster brands

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  • Oliver Mauroner
  • Josephine Zorn

Abstract

Cluster initiatives are believed to be important ways of increasing the competitiveness of companies within a region. The establishment of a strong cluster brand is considered a prerequisite for the success of a cluster initiative. Up to now, however, regional cluster brands have remained relatively unexplored. This study aims to transfer the identity-based understanding of brands to regional cluster brands and to analyse the following topics with a qualitative study using 13 interviews with actors from two different clusters as well as secondary data (e.g., homepages, image brochures, project documentation): functions of regional cluster brands; role of cluster management; importance of brand origin as identity anchor; operationalisation of brand identity.

Suggested Citation

  • Oliver Mauroner & Josephine Zorn, 2017. "Cluster branding - a case study on regional cluster initiatives, cluster management, and cluster brands," International Journal of Innovation and Regional Development, Inderscience Enterprises Ltd, vol. 7(4), pages 290-312.
    • Handle: RePEc:ids:ijirde:v:7:y:2017:i:4:p:290-312
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    Cited by:

    1. Klára Margarisová & Lucie Vokáčová & Kateřina Kuralová & Tomáš Hlavsa, 2018. "Regional Branding: Customer's Experience with the Certified Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(6), pages 1549-1556.

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