Cluster Branding: O Caso Do Vale Dos Vinhedos

Abstract

The objective of this study was to investigate how cluster branding is managed and perceived by the actors involved in the cluster. Operationally, an instrumental case study was carried out in a region of the Serra Gaúcha wine cluster, denominated Vale dos Vinhedos. Data collection was performed through semi-structured interviews and documentary analysis. The results show that the development of activities related to the construction of the brand strongly linked to the characteristics of the region; The Aprovale entity is responsible for strategies to achieve and manage cluster branding; The actors of the cluster positively perceive the existence of the brand and its benefits, such as union under a common purpose and an identity shared by local companies. The contribution of this study consists of a discussion integrating complementary research areas, such as literature on productive agglomerations and site marketing, directing future research that develops from the perspective of regional development.