5. Conclusions and recommendations
Nowadays, it is ever harder for companies to face global competition alone, and they do it better in networks. Thus, a plethora of clusters are striving for excellence and positioning themselves at international level. In order to stay competitive, clusters of the future must be able to pool internal resources and the best companies in their niche of specialisation, as well as to attract external resources and the best human capital. To achieve these goals, cluster branding and marketing efforts are necessary. Moreover, cluster branding and marketing strategies do require a strong focus on the cultural dimension of globalization and of its economic consequences. When addressing the strategic issue of clusters, novel concepts must use local specificities to address global challenges, and also link this to the needs of the home territory. Smartly allocate resources on cluster marketing and branding Marketing and branding can play an important role for the future competitiveness of clusters and for their long-term survival, contributing to enhancing the competitiveness of the local economy which revolves around cluster initiatives. Regions and clusters can both benefit from a branding image which valorizes local excellence. • Regional funding should promote the assets of the local economy, valorizing cluster marketing and branding as a key vector of their excellence; • Carefully select a handful of excellent clusters to whom to associate the image of the region, in line with the regional innovation strategy for smart specialisation; • In order to ensure a win-win game for regions and clusters, make
• •
• •
sure there is a link between the branding strategy of the region/ country and its strong clusters; Make sure clusters embrace the region’s messages on local excellence in innovation; Cluster marketing and branding enhances the attractiveness of the cluster towards potential new members, who see the advantages of joining. More members means activating a virtuous cycle that fosters innovation activities; Public support to branding activities should not be limited to initiatives supporting a cluster’s promotion but it might become a tool to sustain their innovative development; Consider adopting a label for the region’s best clusters in order to stimulate competition for excellence and to increase credibility and visibility of these clusters.
Valorise territorial branding Integrating territorial branding and cluster marketing and branding implies having a clear and shared vision of which messages must be conveyed to the public, for both the region and the clusters to maximize their image. • Rethink a regional cluster strategy which includes marketing and branding as a key activities, in the same way that cluster internationalisation and cluster governance usually are; • Be open to a process of re-branding of your region according to the evolution that traditional economic sectors may have been going through;
61