Brand Management Practices in Technology Parks and Incubators – An Exploratory Study

Abstract :

Technology parks and incubators presents innovative business infrastructure for SME growth through providing advisory services.  Strong brands create added value so that users evaluate their activities more favorably than those of the competition. The aim of this paper is to bridge the literature gap in the field of brand management practices of technology parks and incubators. Empirical research was conducted in order to investigate brand management practices in Croatian technology parks and incubators on the population of parks’ managers and on tenants. The majority of technology parks and incubators have only recently started to work on activities of brand management, or as confirmed by the tenants haven’t yet started. Within technology parks and incubators there is not enough knowledge for strategic brand development.