A research in brand construction in producer service industry from the perspective of industrial cluster

Abstract

Brand establishment in producer services has such broad connotations as enterprise brand, regional brand and cluster brand. In brand construction in producer service industry, we should learn from the idea of industrial cluster development as it is mainly reflected in the brand establishment and management with the enterprise as the main body and lacks systematic brand management. The implementation of brand management in producer service industry involves theinteraction of enterprises, governments and associations so that rapid development and sustainable operation of producer services will be realized. © 2012 Springer-Verlag GmbH.