Deconstructing cluster identity: place branding and trademarking by cluster organizations
论文将集群身份定义为集群组织的地方品牌化与商标注册，基于归属逻辑和相似逻辑，以法国波尔多葡萄酒产区为例，发现归属逻辑导致声誉惯性，而商标注册有助于集群身份适应，为集群管理者提供社区建设工具。
The paper defines ‘cluster identity’ as an intangible attribute of clusters comprised of place branding and trademarking by cluster organizations, respectively anchored in a ‘logic of belonging’ and a ‘logic of similarity’. We expand the taxonomy of proximities and their dynamics according to their belonging/similarity logic and their tangible/intangible nature. As illustrated in the context of the Bordeaux wine region of France, we find that a prevailing logic of belonging leads to reputational inertia. We propose that trademarking by cluster organizations can facilitate the adaptation of cluster identity, thereby emphasizing its potential as an instrument for cluster managers to engage in community-building.