The Waterloo technology cluster: Examining the validity and strength of its place brand

Abstract

This paper approaches the research of place branding and clusters by providing a case study of the Waterloo region technology cluster. The study employs a mixed methods approach to evaluating the terms that are most often used to describe the place brand across various stakeholder groups, and offers a new methodology for assessing place brand strength based on the consistency of the use of terms. The results offer some insights into the similarities and differences amongst the organizations that promote and influence the Waterloo place brand, and provides a potential validation of the Waterloo place brand as a technology cluster.