TCI 2014 Building cluster brands. Methodological bases for its definition and conceptualization
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Transcript of TCI 2014 Building cluster brands. Methodological bases for its definition and conceptualization
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Building cluster brands. Methodological bases for its definition and conceptualization Xavier Ginesta
Parallel 3.2 Topics on New Cluster Trends
12 November 2014
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BUILDING CLUSTER BRANDS. METHODOLOGICAL BASES FOR
ITS DEFINITION AND CONCEPTUALIZATION
XAVIER GINESTA, UNIVERSIDAD DE VIC-UNIVERSIDAD CENTRAL DE CATALUÑA
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Building cluster brands. Methodological bases for its definition and conceptualization
Dr. Xavier Ferràs @xavierferrasDr. Jordi de San Eugenio @jdesaneugenioDr. Xavier Ginesta @xavierginesta
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• Clusters become an essential asset for territories and a sign of their identity.
• Industry specialization can contribute to position a territory (a state, a region or a city) in the international market of investments.
• Defining a successful brand for clusters is an important strategy in order to promote a territory worldwide; and consequently, to improve the competitiveness of its industries.
• The state of Arizona is world known for its cluster in optics and photonics. Hamamatsu in Japan concentrates some of the most important motorcycle companies in the world.
Introduction
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• The aim of this presentation is to propose a scientific and totally proved methodology to build place brands, this is also cluster brands.
• We focus our attention on defining and conceptualizing
these brands using tangible and intangible values of the actors of the territory, in this case, cluster members.
• The University of Vic- Central University of Catalonia has develop a research group in place branding (TRACTE), the first one in Spain.
Objective
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• The place brand essentially implies a reinvention of place based on a branding process.
• The branding process places value on location-based individual and collective identities, which are fully imbued with the intangibles associated with their respective identities of place.
• Territory, contrary to what one may think and within the framework of globalisation, acquires notable influence and a specific relevance in economics, politics, society and culture.
• Capital flows must pay special attention to the position of locations.
Place brand and economy (I)
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• Profesor Joan Nogué: “We are assisting in an exceptional process of revaluing different places that, at the same time, generates a competition between said spaces, unheard of to date. From this [revaluation] arises the need to differentiate, to exhibit and emphasise all of those significant elements that definitively differentiate a place in relation to other places, to stand out on a map.”
• Clusters as one of the most important economic structures that differentiates a territory among the others.
• The truly important factor in a globalised world is the connectivity linked to the symbolic meaning inherent in the consumption of specific spaces
Place brand and economy (II)
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Place brand and economy (III)
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• “A cluster is a geographical concentration of interconnected companies and associated institutions in a particular field” (Michael Porter, 1998)
• Economy is clusterized. Clusters are basic analysis units for microeconomic and competitiveness policies.
• Clusters are associated with industries (specific fields of operation) and geographical places.
• A cluster emerges, bottom-up, from the culture, tradition, habilities and skills associated to the territory
• Clusters are strategic assests for the identity of a territory that wants to compete, as a whole, in the XXI century economy. Clusters’ identity should be integrated in the territory’s brand.
• Clusters are associated to a territory, but compete globally. Their own cluster identity (and brand) should be associated to the territory’s brand.
Clusters as place signs
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Place brand methodology (I)
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Focus groups, in-depth interviews and surveys
Place brand methodology (II)
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• Democratization of the process (with 2.0 support).• Transparency of the process.• Direct information of the process.• Implication of many different agents of the territory.• Engagement with diverse targets. • Your opinion is important for us…Your contribution is a
critical issue to construct our place brand• The community process to define the place brand is in
itself valuable to explain to people the importance of creating a strong and powerful place image and reputation.
Advantatges of this method
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