Local Analysis Results

Within the scope of this analysis, the results of the global spatial autocorrelation (Table 4.2) suggest that the focus of cluster identification should be on municipalities with similar place brands, rather than complementary ones. The overall pattern of dispersion among differing brands suggests that it is not suitable for the systematic approach of this analysis. Based on the global join-count analysis, therefore, the test for local spatial autocorrelation focused on municipalities with brands of industry,

agriculture, nature-tourism, recreational-tourism, heritage, and no brand to identify clusters.

In the local analysis, 128 municipalities within these five brand categories showed positive spatial autocorrelation (α = 0.05). Of this initial group, 104 municipalities had a sufficient number of adjoining neighbours to form a cluster, resulting in nineteen clusters being identified (Figure 4.2). This indicates that even within the general global pattern of clustering seen in Ontario there are smaller clusters of municipalities (an average of 5.5). The results appear to fall in line with the brand clusters identified by Pasquinelli (2013), who identifies twelve regions ranging in size from two to ten entities. The local spatial analysis, therefore, suggests that the ideal size for clusters within the province is smaller than the sizes of current collaboration efforts which currently average approximately 30 members. Based on these results, it is suggested that the size of regional collaborations presently being used in Ontario are too large. Municipalities are complex entities with

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multitudes of actors, firms, and organisations interacting and forming diverse

relationships (Jacobs, 1961), as the number of municipalities collaborating increases, the complexity will magnify, creating difficulty in creating and projecting a strong, coherent image. Smaller clusters, therefore, have the advantage of limiting the complexity.

Though summarized in greater detail in Table 4.3, seven clusters identified in the analysis were identified as promoting agriculture, six as tourism-nature, three as heritage, three as industry-based, and one as a tourism-recreational group. The majority of the identified clusters occurred in southern Ontario, while the northern municipalities of the province showed a dispersion of municipal brands.

While the simple place brand similarities help guide the identification of

candidates for inter-jurisdictional collaboration, deeper connections help strengthen the potential bond. An example is the heritage-brand cluster of municipalities that includes Cramahe, Brighton, Cobourg, Port Hope, Alnwick/Haldimand, and Hamilton. This cluster of municipalities has a strong historical connection dating back over 200 years. In particular, the municipalities of Brighton and Cobourg were politically connected, with both separately serving as the seat of governance in the early 1800s. The area of

governance included the four municipalities, showing a strong, historical inter- relationship that can now be leveraged to promote economic growth.

While this analysis has primarily considered the simple place brand, the complex elements of a brand also need to be considered. Turok (2009, p. 14) describes

municipalities and their brands as “complex adaptive systems comprising multitudes of actors, firms and other organisations forming diverse relationships and evolving

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would arguably arise from the value propositions created through the resource integration arising from the interaction of the networks of actors that are responsible for the

development and implementation of place marketing activities.” Drawing from corporate literature, the place brand is explained through the interaction of the stakeholders

(Kavaratzis, 2005, 2009). The clustering of municipalities, therefore, would allow a more robust organisation of stakeholders, increasing the knowledge and experience base to conceptualise, develop, and communicate the brand.

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An example of this is the Ottawa-led industry cluster. Ottawa, through a public- private economic development office, has strong ties to the local corporate municipality (Andrew and Doloreux, 2011; Novakowski 2010). Through this relationship, a strong, meaningful brand that is relevant to investors and businesses can be developed and promoted through corporate connections. The cluster proves beneficial, as the

collaboration increases the corporate-base to integrate into the branding process; but also increases the available assets, such as housing and office spaces.

Table 4.3: Clusters identified through local join-count analysis

Number of

Industry Communities Municipalities in the Cluster Population

Agriculture 3 Evanturel, Englehart, 2642

Charlton and Dack

Agriculture 3 Plummer Additional, Johnson, 2457

Laird

Agriculture 3 Laurentian Valley, Admaston, 15374

North Algoma-Wilberforce

Agriculture 3 North Dundas, Russell, 37266

South Dundas

Agriculture 3 Mulmur, Amaranth, Melancthon 10193

Agriculture 5 Wellington North, West Grey 49994

Brockton, Mapleton, Arran-Elderslie

Agriculture 5 Brooke-Alvinston, South Huron, 39989

Lambton Shores, Huron East, Plympton-Wyoming

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Tourism – Nature 7 Bupree and Mills, Espanola, 14468

Central Manitoulin, Baldwin, Billings, Sables-Spanish River, Northeastern Manitoulin

Tourism – Nature 3 Grey Highlands, Meaford, 27073

The Blue Mountains

Tourism – Nature 3 Middlesex Centre, Lucan Biddulph, 41803 Strathroy-Caradoc

Tourism – Nature 3 Tay Valley, Central Frontenac, 28240

South Frontenac

Tourism – Nature 12 Killaloe, Minden Hills, Clarington 217428 Highlands East, Carlow/Mayo,

Bracebridge, Hastings Highlands, Galway-Cavendish, Kawartha Lakes, Smith-Ennismore-Lakefield,

Madawaska Valley, Brudenell

Heritage 3 Windsor, Amherstberg, LaSalle 261090

Heritage 4 Elizabethtown-Kitley, Brockville, 44055

Smiths Falls, Montague

Heritage 6 Cramahe, Brighton, Cobourg, 69053

Port HopE, Anlwick/Haldimand, Hamilton

Industry 4 Zorra, Woodstock, 60192

South-West Oxford, East Zorra- Tavistock

Industry 8 Toronto, Newmarket, Vaughan, 4296260

Whitchurch-Stouffville, Milton, Mississauga, Markham,

Burlington

Industry 5 Ottawa, North Glengarry, 943742

Clarence-Rockland, Russell, La Nation

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