On the Impact of Brand Cluster Effects of Forming of Place Brand: Take Wenzhou Cluster for Example

On the basis of theoretical analysis on brand cluster effects and by empirical research on clustering brand companies in three industries of shoes-making, clothes and low-voltage electrical appliances in Wenzhou, this paper testifies the impact of brand cluster aggregation effect and diffusion effect to form the place brand. It argues that brand cluster effects take a positive impact on forming of place brand. Brand cluster aggregation effect mainly refers to the absorbing impact on various resources, structures and derivative companies and brand cluster diffusion effect mainly lie on three aspects on promotion on place image, co-development with other companies inside industry and improvement of consumers´ recognition.