The document discusses the importance of public intangible assets in enhancing the attractiveness of territories, emphasizing their role in public service modernization and the knowledge economy. It highlights the significance of public brand names and the collaborative management of territorial intangibles among stakeholders. Additionally, it calls for a digital strategy to effectively manage image, reputation, and promote a shared vision for community involvement.

1. Territories and Institutions
Public Intangible Assets : Issues of Attractiveness
Paris , 6 May 2015
Danielle Bourlange, directrice générale
INTANGIBLES : THE EUROPEAN STATE OF THE ART

2. 2
 Unlocking the potential of public intangibles to create social
and economic value
o Modernization of public service
o Contribution to the development of the knowledge economy
 interaction with the surrounding environment
Public intangibles : What’s at stake ?
Citizens
Researchers
Private sectorPublic
intangibles

3. 3
Public intangibles : major assets for the
attractiveness of a territory
Attractiveness
of territories
Culture
Research
Health
Network
Social
envir.
Economic
fabric
Natural
envir
Education

4. 4
Focus on public brand names
 Public brands contribute to the attractiveness of a territory …
 … and are valuable assets for place marketing strategies

5. 5
A new class of assets : Territorial
intangibles
 Emerging from the interaction between different parties acting
on a territory / the cross fertilization between public and private
intangibles
 Key assets : networks, clusters, innovation ecosystems, image and
reputation …..
 Requiring a management involving all stakeholders
o Public authorities
o Private entities
o Citizens
o ….

6. 6
Need for a digital strategy
 Image and reputation management
 Highlighting key attractiveness factors
 Promoting a shared vision
 Fostering involvement and support

7. 7
Thank you for your attention
Questions?
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