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The Emergence of the Berlin Sciences Brand
The Berlin Sciences brand is the result of close cooperation between the Berlin Senate and the capital city marketing company Berlin Partner GmbH. In 2004, Berlin’s Senate Department for Business, Technology and Research gave Berlin Partner the task of centrally marketing Berlin as a leading location for science. By drawing on the expertise of important players in the science community, including the city’s three major universities, the Berlin Sciences brand was able to develop successfully in the subsequent years.
Interviews with Leading Members of the Science and Business Communities
The first step in establishing the brand was to take stock of the city’s status in terms of science. Leading members of the science and business communities were asked to evaluate the strengths and weaknesses of Berlin as a location for science. The second step was to generate a concrete plan of recommended actions based on an analysis of these evaluations with the goal of further strengthening and showcasing Berlin’s strategic advantages. The official Berlin Sciences logo, which was drawn from a student competition, was introduced in 2006.
Berlin Sciences is currently focusing on expanding its science portal. The platform is designed to provide members of the business community with an overview of Berlin’s science landscape. Entrepreneurs and investors are invited to search for and contact specific institutions and departments, while scientific institutions are invited to present their work and current projects.
