State Strategy in the Trans‐Local Branding of a Creative Industry Cluster: A Case Study of the Product Design Industry in Taipei

Abstract

Abstract The branding process of a creative industry cluster is not solely embedded in a local spatial association between place and creative products; increasingly, trans‐local branding is being developed at different regional marketplaces through state participation in building trans‐local networks. However, the role of state strategy in the trans‐local branding of a creative industry cluster remains relatively unexplored. When globalisation presents the uneven geographic differentiation of creative production and consumption in an interconnected world, how does the state strategically facilitate the trans‐local branding of a creative industry cluster to articulate a trans‐local network? This paper aims to explore this issue through a case study of the product design industry in Taipei. Based on 65 semi‐structured interviews with product design companies and government officers, this paper argues that the trans‐local branding of a product design industry cluster creates a firm‐event nexus as the spatial outcome; this outcome is underpinned by three state‐led strategic practices: strategic anchoring, coupling, and curating. The role of state strategy is presented as brand curation, in which the state no longer operates as an economic regulator but as a brand curator. This implies that geo‐political and geo‐economic calculations are also revealed in state strategy‐making.

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