Resumo

REY CASTILLO-VILLAR, Fernando. CLUSTER BRANDING: A PARTICIPATORY APPROACH TO CLUSTER DEVELOPMENT. Innovar [online]. 2021, vol.31, n.81, pp.129-137.  Epub 03-Ago-2021. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v31n81.95579.

This paper introduces a new approach to the management and communication of cluster identity -also known as cluster branding-, drawing on place branding and stakeholder management literature. In this work, cluster branding is conceptualized as an effective brand management strategy that must rely on the involvement and interaction of cluster stakeholders in every step of this open-ended process, as well as on a cooperative and collaborative leadership scheme capable of developing significant encounter moments and fostering collaboration among cluster stakeholders. Practitioners in the field of cluster management could take advantage of the cluster branding concept to design more collaborative and bottom-up strategies aimed at both strengthening stakeholders' identification with the cluster and projecting a solid cluster image to external audiences.

Palavras-chave : Stakeholder management; cluster identity; cluster branding; place branding.

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