Article
English, Spanish, French, Portuguese
ID: <
oai:doaj.org/article:cfdde0164c6d4b41a99339d3b6ad5b58>
·
DOI: <
10.15446/innovar.v31n81.95579>
Abstract
This article presents a new approach to cluster identity management and communication (referred to as cluster branding development), based on academic literature of territorial branding and lobbying management. In the development of the article, it is argued that effective management of the development of the cluster brand must be strongly underpinned by the involvement and interaction of the cluster interest groups at every step of this open and continuous process, as well as in cooperative and collaborative leadership capable of developing meaningful meeting times and promoting collaboration between the cluster interest groups. Various professionals linked to the management of a cluster can use the cluster branding concept to design more collaborative and bottom-up strategies, aimed at strengthening the identification of lobbyists with the cluster and projecting a strong image of the cluster towards external audiences.