Deconstructing cluster identity: place branding and trademarking by cluster organizations

The paper defines ‘cluster identity’ as an intangible attribute of clusters comprised place branding and trademarking by cluster organizations, respectively anchored in a ‘logic belonging’ similarity’. We expand the taxonomy proximities their dynamics according to belonging/similarity logic tangible/intangible nature. As illustrated context Bordeaux wine region France, we find that prevailing belonging leads reputational inertia. propose organizations can facilitate adaptation identity, thereby emphasizing its potential instrument for managers engage community-building.