Brand Identity Formation in Biotechnology Clusters: A Comparative Study of Bottom-Up and Top-Down Governance in Cambridge and Munich

Giuffrè, Dario (2026) Brand Identity Formation in Biotechnology Clusters: A Comparative Study of Bottom-Up and Top-Down Governance in Cambridge and Munich. Doctoral thesis, University of East Anglia.

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Abstract

Place branding scholarship has shed considerable light on identity formation processes for nations, cities and regions. However, comparatively scarce attention has been given to the branding dynamics of business clusters. Existing frameworks, most notably Kavaratzis and Hatch's (2013) identity-based approach, offer valuable conceptual tools for understanding how places construct and communicate identity. Their application to cluster contexts, however, remains underdeveloped. Clusters present governance challenges absent from conventional place branding settings. These include commercial competitiveness amongst members, selective participation, and the possibility of cluster management organisations coordinating collective identity. The way in which governance structures shape identity formation processes in this context represents a significant gap in the literature.

This thesis addresses that gap by examining how top-down and bottom-up governance approaches influence the dynamic processes of cluster brand identity formation. Drawing on a comparative qualitative case study methodology, the study examines this question across two biotechnology clusters. Cambridge (UK) is characterised by distributed, bottom-up governance. Munich (Germany) is characterised by centralised, top-down governance through BioM under Bavarian state direction.

Empirical analysis reveals that governance structures shape all four identity formation processes identified by Kavaratzis and Hatch (2013) in ways distinctive to each governance context. Cambridge stakeholders described organic narrative construction through overlapping informal networks. Munich participants indicated coordinated strategic positioning managed through institutional channels.

From these findings, the thesis develops the Dynamic Cluster Identity Model (DCIM), an original theoretical framework that extends Kavaratzis and Hatch's approach to cluster contexts. The DCIM establishes how governance structure conditions the character, pace, and coherence of identity formation. It offers both theoretical advancement and practical guidance for cluster managers and policymakers.

Item Type:	Thesis (Doctoral)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Bethany Turner
Date Deposited:	17 Sep 2026 15:21
Last Modified:	17 Sep 2026 15:21
URI:	https://ueaeprints.uea.ac.uk/id/eprint/104580
DOI:

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