How to build a meaningful brand out of science park

Science parks, like any other organisations, require strategic branding, marketing, and communication. Unfortunately, these aspects are often considered a luxury reserved for profitable companies and are not seen as accessible to science parks. The marketing departments often lack funding and knowledge, and they are reactive and agile due to short deadlines. This approach may be acceptable in the short term but does not produce the desired results in the long run. It is impossible to stretch a brand over different, inconsistent, or controversial content.

Building a meaningful brand for a science park helps it stand out, create more value, and save resources. The methodology is divided into simplified steps that require an in-depth analysis of the market, competitors, target audience segments, the organization, and its ambitions. Based on that knowledge, the brand platform and brand strategy will be created in line with the marketing and communication strategy.