Visibility and attractiveness of clusters 
- through Brand Management




                                 European Cluste...
Our services:

✓ Place branding processes and projects.
✓  dvising cities, clusters, regions and countries 
 A
  on place ...
When place image influences our reality
When place image influences our reality
A recent example of place branding
Burgeoning academic interest
Distinctiveness vs. conformity 


                                      ?
        BioValley
                        ?
    ...
Some perspectives on brands

Brand as...




               ...an image 

               ...a promise 

               ......
Place branding is difficult 

Complex target markets

Limited control over the ”product” "

Structural problems can cause b...
The good news – clusters are no “ordinary” places

Inherently some degree of common
identity and common interest.

Based o...
In search of distinctiveness..

Bavaria 
                     Bordeaux




             Parma
In search of distinctiveness..

                       ✓  lusters need to mobilise commitment
                        C
  ...
How cluster reputation works




                  Cluster reputation can help cluster actors to:

                  - Att...
How cluster reputation works

Benefits for SMEs:!
- Talent attraction – surrogate for corporate reputation"
- Financing – r...
How cluster branding works

Process oriented benefits:
- Clarification of strategic concepts
- Strategic focus and direction...
The Brand Management process 

1. Project planning
   Expectations on goals and process 
   Composition of steering- and p...
The Brand Management process 

4. Development process
   - Workshop 1: Today’s image of the cluster 
   - Workshop 2: The ...
The Brand Management process 

6. Mobilisation and implementation 
   Brand strategy 
       - Clarify roles – who is doin...
Considerations and success factors 

1. Leadership – brand building is management
    responsibility 

2. Place matters – ...
A few words about innovative channels..

1. Ambassador networks 

2. Joint showrooms 

3. Conferences, reports and indexes
Possible brand strategies 

1. Cultural regions 

2. University towns 

3. Thematic brands 

4. Geographical positioning

...
Get in contact with us if you:

1. Are interested in being involved in our forthcoming study of
    cluster branding 

2. ...
THANK YOU FOR YOUR ATTENTION!


TENDENSOR AB
WWW.TENDENSOR.COM 
TEL: +46 708-673634
EMAIL: marcus.andersson@tendensor.se
Group discussion – benefits of cluster reputation
To discuss:

Which benefits of cluster reputation can
you see for your clu...
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Marcus Andersson

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Marcus Andersson

  1. 1. Visibility and attractiveness of clusters - through Brand Management European Cluster Conference 2010! Marcus Andersson and Per Ekman, Tendensor Brussels, 29 September 2010
  2. 2. Our services: ✓ Place branding processes and projects. ✓  dvising cities, clusters, regions and countries A on place development and attractiveness. ✓  raining courses for place managers. T ✓  easure the image of places with our M Attractiveness Index.
  3. 3. When place image influences our reality
  4. 4. When place image influences our reality
  5. 5. A recent example of place branding
  6. 6. Burgeoning academic interest
  7. 7. Distinctiveness vs. conformity ? BioValley ? STERN BioRegio ? Bio Bio Valley BioCon Valley Biotechvalley ? Medicon Valley ? ?
  8. 8. Some perspectives on brands Brand as... ...an image ...a promise ...a relationship"
  9. 9. Place branding is difficult Complex target markets Limited control over the ”product” " Structural problems can cause bad image Improving place image takes time
  10. 10. The good news – clusters are no “ordinary” places Inherently some degree of common identity and common interest. Based on public-private partnerships and/or tripple-helix.
  11. 11. In search of distinctiveness.. Bavaria Bordeaux Parma
  12. 12. In search of distinctiveness.. ✓  lusters need to mobilise commitment C internally and have story to tell externally ✓  ind conceptual idea about cluster - F unity of purpose ✓  eed to ask questions, such as: N - Who are we, and what do we stand for? - What do we deliver? - What do others think about us? - How are we different from our competitors? - How do interactions with stakeholders shape our brand? ✓  torytelling can create meaning, unity S and direction
  13. 13. How cluster reputation works Cluster reputation can help cluster actors to: - Attract skilled professionals - Attract investments - Attract new firms - Get new members to cluster organisation - Promote sales and export – place-of-origin effect - Diversify into new areas
  14. 14. How cluster reputation works Benefits for SMEs:! - Talent attraction – surrogate for corporate reputation" - Financing – reduce risk " - Exports and internationalisation – prove legitimacy Benefits for larger companies: - Lobbying and articulating needs vis-à-vis policymakers - Talent attraction – locality more important than ever - Showcase “good citizenship” and maintain social image
  15. 15. How cluster branding works Process oriented benefits: - Clarification of strategic concepts - Strategic focus and direction - Driving force to internal development - Better sense of place and shared values - Local and civic pride Virtuous circles: Sense of belonging  more commitment to cluster development and brand idea Positive international recognition  identity strengthened internally
  16. 16. The Brand Management process 1. Project planning Expectations on goals and process Composition of steering- and project group Mapping of basic conditions and important background reading 2. Create process management team and steering group Balance private-public Ensure management and policy support 3. Research Qualitative – focus groups (tripple-helix), deep interviews, “mystery shopping” Quantitative – perception surveys, media analyses
  17. 17. The Brand Management process 4. Development process - Workshop 1: Today’s image of the cluster - Workshop 2: The desired image of the cluster (brand identity) - 30 – 40 people participate (triple helix + local opinion leaders) - Results interpreted and analysed in project group - Feedback process to workshop group 5. Brand platform Clarifies: - Identity, profile and image - Brand positioning - Core values - The uniqueness and attractiveness of the place
  18. 18. The Brand Management process 6. Mobilisation and implementation Brand strategy - Clarify roles – who is doing what? - Target groups and stakeholders - Action plan – both communication and development – if we want to achieve the image we want, what do we need to do/change? - Identify brand ambassadors who can carry the central idea of the brand
  19. 19. Considerations and success factors 1. Leadership – brand building is management responsibility 2. Place matters – also for clusters 3. Brand identity – possibility to create hype, but mind the gap
  20. 20. A few words about innovative channels.. 1. Ambassador networks 2. Joint showrooms 3. Conferences, reports and indexes
  21. 21. Possible brand strategies 1. Cultural regions 2. University towns 3. Thematic brands 4. Geographical positioning 5. Value-driven brands
  22. 22. Get in contact with us if you: 1. Are interested in being involved in our forthcoming study of cluster branding 2. Want to suggest cases to study or issues to look into for study 3. Are interested in our services How? -  Leave business card -  Email us: marcus.andersson@tendensor.se -  Join “Cluster brands” group on Linkedin
  23. 23. THANK YOU FOR YOUR ATTENTION! TENDENSOR AB WWW.TENDENSOR.COM TEL: +46 708-673634 EMAIL: marcus.andersson@tendensor.se
  24. 24. Group discussion – benefits of cluster reputation To discuss: Which benefits of cluster reputation can you see for your cluster, and which one is the most important?

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